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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

 How generous and helpful something is considered to be based upon a donation it has made is measured with five, seven-point items.  The scale is general in the sense that it has been used with respect to both individuals and organizations.

The extent to which a person expresses beliefs supporting inequality among social groups is measured with sixteen, seven-point items.

Three, seven-point Likert-type items measure how much a person feels that he/she might not be accepted by “others” (unspecified) because of a choice he/she made.

The belief that there are opportunities for anyone to make economic progress and be successful through hard work is measured with five, seven-point Likert-type items.

Using three, seven-point Likert-type items, the scale measures how well one person knows a particular person and believes their relationship is important.

The degree to which a consumer not only believes that an object or experience is a good topic of conversation but also desires to talk to others about it is measured with five, seven-point Likert-type items.

The extent to which a person believes that he/she was able to control the level of privacy experienced in a particular situation is measured using four, seven-point, Likert-type items.

With five, seven-point items, the scale measures a person’s motivation to hide his/her socially-relevant mistakes and weaknesses.

Four, seven-point items are used to measure a person’s belief that an entity (such as a company or person) has responded to his/her idea sharing in such a way that it enriched one’s social value.

The scale uses three, seven-point items to measure a person’s belief that an entity (such as a company or person) has responded to his/her idea sharing such that it negatively affected one’s social value.