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.
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The belief that one’s parent(s) firmly directed the children while they were growing up and expected unquestioning obedience is measured with ten Likert items.
The importance a person places on hard work to attain financial rewards and social power is measured with five, eight-point items.
The degree to which a person expresses a trait-like need for power and the tendency to be controlling in social relationships is measured with six, seven-point items.
The degree to which a person believes in the inequality between those people with more power and those people with less. Four, five-point Likert-type items compose the scale.
The acceptable level of power disparity among people in a society is measured in this scale with eight, seven-point Likert-type items. The scale does not measure a person's power nor the power inequality of a culture per se but rather a person's attitude about power disparity.
This scale has four, seven-point Likert-type items that are intended to measure the degree to which a person accepts differences in the power wielded by various members in a social group.
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.
Five, nine-point statements are used to assess the value placed by a person on an attainment of social status as well as control over other people and resources.
The scale is composed of forced-choice items measuring the degree to which a parent expects unquestioning obedience and respect from his/her children.
Eleven, seven-point Likert-type items are purported to measure the degree to which a person expresses beliefs consistent with a conservative political position and exhibits loyalty to the country. The scale might be described as measuring something more akin to psuedopatriotism, in that several of the items indicate a blind loyalty rather than a love of country based on critical understanding (Levison 1950, p. 107).
