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Testimonial

The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

ethics

The degree to which a person feels virtuous and having high standards at a certain point in time is measured with three, nine-point Likert-type items.

Four, seven-point unipolar items measure how much a person considers another person to be ethical and sincere.

The extent to which the use of child labor by companies affects one’s choice of which products to buy is measured with three, seven-point items. 

Four, seven-point semantic-differentials compose the scale and measure how much a person believes that something (person, organization, action) is kind and ethical or, at the other extreme, cruel and immoral.

With four, nine-point items in a semantic differential format, the scale is intended to measure how much a person feels proud and virtuous as a result of doing something “good,” such as with charitable giving and other forms of prosocial behavior.

The scale has four, seven-point Likert-type items that measure the degree to which a person believes that a company uses his/her customer information in an ethical manner.

Using four, seven-point semantic differentials, the scale measures the honesty and ethicality of something.  The scale is general in the sense that it appears that it can be applied to a particular person or a group of people.  While it might be used to evaluate the trustworthiness of non-human entities (ads, organizations), it seems most suited for people.

Twelve, seven-point, uni-polar items are used to describe how much a person’s moral character is characterized by traits such as altruism, sincerity, and purity.

How much a person views another person as generous and caring is measured in this scale with four unipolar items.  Application of this scale to measuring the altruism of entities other than individual persons seems possible.

The scale uses four statements to measure a customer’s belief that a particular service provider does not exploit or deceive him/her in their business relationship.