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Testimonial

The Marketing Scales Handbook is indispensible 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

political

Five, seven-point semantic-differentials are used in this scale to measure both a person's opinion of a political candidate as well as a formal statement apparently written by the candidate.

The four item, seven-point Likert-type scale is intended to measure a voter's satisfaction with politics and election outcomes, particularly as it relates to the person's expectations.

Four, seven-point statements are used to measure the importance of a particular voting decision to a person and the degree to which he/she is concerned about the decision.

The six item, seven-point Likert-type scale is intended to measure the importance of politics to the respondent and its centrality in his/her life.

Three, seven-point Likert-type statements are used to assess a person's belief in his/her ability to participate effectively in the political system.

Five, seven-point Likert-type statements are used to assess a person's attitude about a political system with an emphasis on statements reflecting distrust and lack on confidence in the system.

The eight item, seven-point Likert-type scale measures the degree of confidence and trust a person has in politicians and the government.

The three item, seven-point Likert-type scale measures a voter's confidence in his/her ability to make a "good" choice in an upcoming election.

Four, seven-point Likert-type statements are used to measure the personal importance of engaging in voting activity. The construct being tapped into is more akin to attitude-toward-the-act than behavioral intention.

The scale is composed of seven-point semantic differentials that measure a person's attitude toward a specific political advertisement he/she has been exposed to.