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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

fear

With six, nine-point Likert-type items, the scale measures the level of emotional discomfort that was experienced when a stimulus evoked thoughts about one’s morality.

How much a person feels worried and anxious after exposure to an advertisement is measured with three, seven-point items.

How positively or negatively a person feels about an object is measured with ten, five-point items.  Unlike many, if not most, measures of affect, the items in this scale are full sentences rather than semantic differentials.  The sentences are easily modified for a variety of objects.

Five, seven-point Likert-type items measure a customer’s attitude regarding his/her susceptibility to being harmed because of the personal information collected by a company.

With five, seven-point items, the scale measures a person’s motivation to hide his/her socially-relevant mistakes and weaknesses.

The tendency to worry about what other people think of oneself is measured with 12, seven-point items.

Four, seven-point semantic differentials are used in this scale to measure the level of fear that has been evoked by some stimulus.

The degree to which a person reports feeling emotionally uncomfortable and upset is measured in this scale with three, five-point unipolar items.

Using six, seven-point uni-polar items, the scale measures the extent to which a person reports feeling attacked verbally in the sense of his/her image being maligned.

The degree to which a person experiences strong, negative affective responses to the expectation or occurrence of unpleasant events is measured with seven items.