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Scale Reviews

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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


With four, seven-point Likert-type items, the scale measures how much a person has confidence in the reliability with which a company handles the customer data in its possession.

Four, seven-point Likert items are used to measure the degree of confidence a person has in his/her capability to learn a particular task and competently perform it.

Five, nine-point Likert-type items compose the scale and measure a person’s confidence that one will successfully manage his/her health by engaging in a certain activity.  (The activity can be specified by the researcher.)

The degree of certainty a person has in the appropriateness of a particular choice in which one option was selected over another one (explicitly stated) is measured in this five-item Likert scale.

A person’s confidence in his/her ability to accomplish financial goals is measured with seven Likert items.

The degree to which a person is confident that his/her attitude toward an object is correct is measured in this scale with six, seven-point Likert-type items.

This seven-item, seven-point Likert-type scale is used to measure a momentary self-centered and arrogant frame of mind.

The degree to which a person expresses confidence in his/her ability to find information about a product in order to make a decision is measured with three, seven-point Likert-type items.  While this scale might be used with sources other than online, it seems to be most suited for that context.

This three item, 100-point Likert-type scale measures a person’s belief that a particular bank would be a excellent institution in which to put money.  The sentences are phrased hypothetically such that the scale makes most sense when the person is aware of the bank but is not a customer.

This seven item, 10 point Likert-type scale measures a type of social anxiety that primarily occurs as a result of interacting with other people.