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Scale Reviews

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The Marketing Scales Handbook is indispensable in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University


Seven, seven-point Likert-type items measure the degree to which a person believes his/her language skills were the reason why he/her was treated unjustly by someone else.

Twelve items measure the degree to which a person considers a wide variety of specific objects and situations to be repugnant, particularly if they are viewed as threatening one’s health.

The degree to which a person believes that something is inappropriate and scandalous is measured with five, seven-point Likert-type items.

This is a three-item, seven-point Likert-type scale that appears to measure one's hypothetical intention to purchase a product which has been advertised in some way that the person considered to be unpleasant or inappropriate.

The scale is composed of four, nine-point semantic-differentials intended to measure the degree to which a person views some object as repulsive. The difference between this and some apparently similar scales is that this scale is meant to describe an object whereas other measures of disgust describe one's affective reaction to some object.

The scale is composed of nine, seven-point Likert-type items measuring a person's attitude toward male homosexuality, with the emphasis on the morality of that lifestyle.

Five-point, Likert-type statements are used to measure the degree to which a person believes that television commercials have gone too far in what they say or show and that they exhibit poor taste.