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Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

discrimination

The extent to which a person believes that others view him/her as socially inferior is measured with three, seven-point Likert-type items.

A person's belief that an advertiser created a particular ad and aimed it at people like him/her is measured with three items.

Nine, seven-point Likert-type items are used to measure a person's belief that he/she has had to struggle more so than others to succeed in life.

The scale assesses the degree to which a person believes another person's view of something is not true for some reason such as bias, ignorance, or jealousy.  Five, seven-point uni-polar items compose the scale. 

The scale is composed of nine, five-point items that are intended to measure the degree to which a consumer has an aversion towards the products produced by members of particular minority group and/or their businesses. 

The scale is composed of four items that are intended to measure the degree to which a person expresses a preference for products produced in his/her country by a particular ethnic group, probably the dominant one, rather than products that were produced domestically but by another ethnic group, probably a minority.

The scale is composed of three items that are intended to measure the degree to which a person expresses beliefs about the negative effects a particular ethnic group (probably a minority) is having on another group (probably the country's ethnic majority).

This 23-item, five-point Likert-type scale measures the degree to which a consumer believes that those who use a discount are devalued and discriminated against by store employees, other customers, and others in the users' shopping party.