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Scale Reviews

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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

sociability

How much a person describes another person as a friend who is likable and fun to be around is measured with four, five-point Likert-type items.

Three, seven-point Likert-type items measure how much a person describes him/herself as talkative and gregarious.

How much a person is sociable and talkative is measured with six, seven-point Likert-type items.

How kind and friendly something appears to be is measured with seven-point items.  Three similar versions are described and, depending upon the version, the scales seem to be flexible for use with a variety of objects such as people, animals, and brands.

Using five, five-point Likert-type items, the scale measures how much a product conveys the presence of a human being, with an emphasis on social and affective attributes.

How friendly and sociable a person appears to be is measured with four, seven-point semantic differentials. 

The scale uses four, seven-point unipolar items to measure how caring and kind a person is considered to be.

The scale uses four, five-point items to measure how much a person experienced something with other people rather than alone.

How popular and friendly a person appears to be is measured using three semantic differentials.  As used by Fisher and Ma (2014), the judgement is made regarding someone else rather than oneself.

One's lack of close relationships with family members and a romantic partner from whom support and encouragement can be received is measured with ten, seven-point Likert-type items.