You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now

Testimonial

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

social

Seven, seven-point items measure how willing a person is to engage in relationships with people who have a mental illness.

How much a person wants to support opinions that others do is measured with three, seven-point Likert-type items.

Using three, five-point Likert-type items, the scale measures how much one customer believes another customer has engaged in behavior which disrespected one’s personal space and signaled it was his/her own.

The scale has four, five-point items that measure how much a person primarily socializes with other Latinos rather than non-Latino Americans, about the same amount for both groups, or only socializes with non-Latino Americans.

Three seven-point, Likert-type items are used to measure a person’s belief that being in a particular restaurant gives him/her the feeling of being special and having more social status than in other restaurants. 

This three-item, seven-point scale measures the level of pressure felt by a person when engaged in a particular activity.  The type of pressure is not stated in the items but is implied to be social pressure, most likely coming from other people who are waiting for him/her to finish the action. 

The extent to which a person believes another individual is a peer and thinks like him/her is measured with three, 101-point items.

The degree to which a person featured in an advertisement behaves in a way that is consistent with the social norms of the country in which the ad is run is measured with four items.

How much a consumer believes a particular product will be used in situations where other people will see it is measured with three items.  A low score on the scale would imply the product will only be used in private, such as at home.

Four, seven-point semantic differentials measure the degree to which a person feels dissatisfied with his/her financial situation, especially when compared to the situations experienced by peers.