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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

esteem

Four, seven-point Likert-type items are used to measure the degree to which a person has an overall respect of self and feeling of inherent value.

This five-item, seven-point Likert scale measures a person’s belief that his/her self-worth is based on performing better than others on a task or skill.

How much a person believes that a certain event would negatively affect his/her morale and pride is measured with five, seven-point items.

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

The level of self-satisfaction and sense of accomplishment one feels as a result of something in particular is measured with five, nine-point unipolar items.

Four, ten point, semantic differentials are used to measure how positively or negatively a person feels about him- or her-self.

The six item, seven-point semantic differential scale is intended to measure how one feels, positively or negatively, about him- or her-self.

How proud and self-confident a person feels is measured in this scale with four, seven-point Likert-type items.

The tendency to compare one's self to others is measured in this scale with eleven, five-point Likert-type items.

The extent to which a person reports feeling a sense of self-esteem and honor is measured in this scale with three, seven-point uni-polar items.