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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

children

The degree to which a child believes his/her relationship with a parent to be (or have been) encouraging and comforting is measured with four, five-point items.

One’s attitude about which of the two genders is needier and requires more care is measured with three, nine-point items.  The questions are phrased in terms of “boys” and “girls.”

Three, eight-point items are used to measure a person’s belief regarding which gender provides parents with more grandchildren.  The questions are phrased in terms of “boys” and “girls.”

The scale uses three, five-point items to measure how much someone has felt self-conscious and has looked to others, particularly friends, to know how to act.

Six, seven-point Likert-type items are used to measure several negative beliefs a person has about smoking.  The items refer not only to the direct effects that the behavior may have on the smoker but also to the indirect effects that the smoke may have on children.

How innocent and wholesome a person is judged to be is measured with four uni-polar items and a seven-point Likert-type response format.

Three, five-point Likert-type items are used to measure the degree to which a parent believes that he/she along with other parents should be open to children's opinions and encourage them to speak up.

The extent of a person's negative beliefs regarding "advergames" made for children is measured with six Likert-type items.  (Advergames are custom-made for a good or service in order to entertain potential consumers as well as promote the brand.)

Four Likert-type items are used to measure the degree to which a parent holds positive beliefs about "advergames" made for children.  (Advergames are custom-made for a good or service in order to entertain potential consumers as well as promote the brand.)

The scale has three, five-point Likert-type items that measure the extent to which a person holds beliefs regarding the social responsiveness of a particular business organization.