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

Personal Cultural Orientation (Interdependence)

The scale uses five, seven-point Likert-type items to measure a person's view of self as part of one or more in-groups and the willingness to defer to the goals of those groups over his/her own personal goals.