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Testimonial

Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

economy

Using four, seven-point Likert-type items, the scale measures a consumer’s belief that buying locally produced foods helps the community and it is important to him/her to support that.

With four, seven-point Likert-type items, the scale measures one's beliefs about the economic benefits that advertising has for a country.  As discussed further below, the items are phrased with respect to advertising in general but they can be easily adapted for use with particular media.

Three, seven-point Likert-type items are purported to measure the degree to which a person believes the security of the domestic economy in his or her country is threatened by foreign competitors.