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Testimonial

Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

self

The scale uses seven, seven-point items to measure how much a person cares about what others think of him/her and works to have good relationships with others. 

The scale has four, seven-point Likert-type items that measure the amount of competition one feels there is between his/her self-identities.  The particular identities referred to in the sentences are ideal and ought.  

The link between two of one’s self-identities is measured with four, seven-point Likert-type items.  The particular identities referred to in the sentences are ideal and ought.  

The degree to which a person feels uneasy as it pertains to his/her identity is measured with three, seven-point items.

The scale has four, five-point Likert-type items that measure how much a person believes that a particular task he/she engaged in strengthened what was personally important in life. 

How much a person feels his/her life is important and that he/she is essential to others is measured in this scale with five, nine-point items.

Nine, four-point items are used to measure how much a person engages in self-examination and introspection.

Four, seven-point Likert-type items are used to measure the degree to which a person has an overall respect of self and feeling of inherent value.

This five-item, seven-point Likert scale measures a person’s belief that his/her self-worth is based on performing better than others on a task or skill.

Four, seven-point Likert-type items measure a customer’s belief that his/her relationship with a particular service firm is such that the parties look out for their own interests first and foremost.