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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 degree to which a person views fate as a powerful force that influences events and outcomes is measured in this scale using six, ten-point Likert-type items.  Fate has a sense of predestination while luck is more transient.  Despite the distinction, the scale seems to capture aspects of both.

This four-item, seven-point Likert-type scale is used in measuring the degree to which a person reports enjoyment of work in general and staying busy. This is not necessarily an indication of involvement or interest in a specific job.

A three-item, six-point scale is used for measuring the degree to which a person places importance on socially-related values such as security, belongingness, and respectability in his/her life.

This scale is composed of six, five-point Likert-type items that measure the degree to which a person is oriented toward possessing goods and money as a means of personal happiness and social progress.

A nine-item, four-point Likert-like scale is used to measure a person's agreement about the positive benefits of legalized casino-gambling in his/her city.

The scale uses four, nine-point Likert-type items to measure the degree to which a person views power usage in social relationships to be hierarchic rather than egalitarian.

The scale measures the degree to which a person has positive expectations for his/her future.  Two versions of the scale are described: one with three, seven-point Likert items and another with five, five-point Likert items.

Five, seven-point Likert-type items are used to measure the degree to which a person views a certain set of moral traits as being deeply rooted in his/her self-concept.  The set of characteristics is related to compassion and trustworthiness.

The scale uses seven questions with a six-point response format to measure the degree to which a person believes that one organization is more moral than another. As structured by Reed, Aquino, and Levy (2007), two specific companies were identified for respondents and they had to compare them in terms of their morality-related characteristics.

The degree to which a person believes that happiness is derived from buying and owning things is measured in this scale with ten, four point items. The scale is intended for use with teens or even pre-teens and was called the Youth Materialism Scale by its developers (Goldberg et al. 2003)