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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


The scale uses four, nine-point unipolar items to measure a person's belief that a certain brand is ordinary and typical rather than being characterized as a leader or innovative brand.

This scale has five, seven-point Likert-type items that measure the extent to which a person values one's culture, traditions, and family heritage.

The scale uses four statements with a seven-point Likert-type response format to measure the degree to which a person has a holistic view of time rather than focusing on the present, with an emphasis on the importance of tradition.

Three statements are used in the scale to measure the degree to which one member of a married couple believes in his/her ability to raise and resolve issues with the other member.

The scale is composed of six, nine-point statements that measure the value a person places on the maintenance of the shared symbols and practices of a group.

The seven point semantic differential scale measures the degree to which a person's evaluation of the propriety of some stimulus is based upon beliefs shaped early in life by sources such as the family.

Three, seven-point Likert-type items are purported to measure the degree to which a person subordinates individual goals to those of his or her parents.

This two-item, six-point, Likert-type scale measures the degree to which a person believes shopping is the wife's responsibility. It was referred to as traditional sex role orientation by Hawes and Lumpkin (1984).