You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now


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

Attitude Toward the Organization (Admiration)

The level of esteem and honor with which a person holds an organization is measured in this scale using four items.  The scale seems to be amenable for use with a wide-variety of organizations, e.g., profit or non-profit, business or non-business.