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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

protection

Three statements are used to measure the degree to which a person accepts personal responsibility for preventing skin cancer.

Three, seven-point items are used to measure the degree to which a person desires software that would help him/her protect his/her personal information and online behavior by doing such things as eliminating cookies, disguising identity, and preventing e-mail tracking.

The scale is composed of three, seven-point Likert-type items that measure the degree to which a person believes that laws in one's country and internationally are sufficient to protect consumers' online privacy.

Three, seven-point Likert-type items are used to measure the degree to which a person believes that a certain company is responsible in the way it treats personal information about consumers, particularly as it relates to data gathered from people at the company's website.

Four, seven-point items are used in this scale to measure the approach used by a parent to regulate a child's online activity. Specifically, the scale measures how much a child believes his/her parent(s) take an instructional approach to Internet use that encourages paying attention to certain factors and being wary of requests.

Using three, five-point Likert-type items, this scale measures the degree to which a customer identifies with a business and views the relationship as enduring and worth maintaining. Although developed and tested for use with businesses, the items appear to be amenable for use with a variety of organizations, e.g., churches, libraries, museums.

The scale is composed of statements measuring the degree to which a person, most likely a parent,  believes that a child should be shielded from discouraging and difficult situations. The statements are extreme enough that they might be viewed as reflecting over-protectedness on the part of those who agree with them. This scale was called fostering dependency by Schaefer and Bell (1958), Carlson and Grossbart (1988), and Rose (1999).

The scale is composed of five, five-point Likert-type items that measure the level of familiarity a person expresses having with preventive health care behaviors.

The scale is composed of twelve Likert-type items and is purported to measure one's world view as it pertains to the environment and man's relationship to it. Response to most of the items appears to hinge on whether humans should adapt to the environment or rather that it is appropriate to use the environment as mankind desires. The scale was referred to as the New Environmental Paradigm by its creators (Dunlap and Van Liere 1978) because this view was seen as contrasting with the more dominant paradigm of the time that was not particularly pro-environment.

Sixteen, five-point Likert-type statements are used to measure a person's attitude about a wide range of ecological issues with an emphasis on conservation and pollution. The developers of the scale referred to it as Environmental Concern (Weigel and Weigel 1978).