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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

ethnocentrism

The scale is composed of four Likert-type items that measure the degree to which a person identifies mostly with the people, traditions, and events in his/her local community.

The scale has five semantic differentials and measures a person's opinion of whether it is damaging and unnecessary or beneficial and favorable for domestic companies to move business functions to other countries.

Three items are used to measure a person's belief that countries which are the recipients of jobs or other functions that have been moved from their original country (outsourced) are unfairly taking advantage of lower labor costs.

This three item, seven-point semantic-differential scale measures how much a person views a brand as being sold around the world or, at the other extreme, only being consumed in a particular country or region.

The degree to which a consumer actively rejects the perceived domestic consumer culture and distances him/herself from it is measured in the scale using six, seven-point Likert-type items.

A person's expressed difficulty in understanding service agents who are viewed as having foreign accents is measured using four statements.

With six items, this scale measures a person's belief that foreign customer service agents do not provide as good service as domestic workers do because the foreign workers do not understand domestic customers or the culture.

A person's heightened concern about the security of personal and financial information when it is handled by foreign service agents is measured using five statements.

The scale uses five statements to measure a person's prejudice against service providers who sound "foreign" and live in other countries.

Six statements are used in this scale to measure a person's belief that companies should not send jobs to other countries and it is the government's responsibility to make sure it does not happen.