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.
gender
Using six items, this scale not only measures how strongly a person identifies with a particular gender but how important that identity is to his/her self-image.
The degree to which a person describes a person as having traits stereotypically associated with females is measured in this scale with three, five-point unipolar items.
The scale uses three, five-point unipolar items to measure how much a person describes someone as having traits stereotypically associated with males.
One’s attitude about which of the two genders is needier and requires more care is measured with three, nine-point items. The questions are phrased in terms of “boys” and “girls.”
Three, eight-point items are used to measure a person’s belief regarding which gender provides parents with more grandchildren. The questions are phrased in terms of “boys” and “girls.”
Six, seven-point Likert-type items are used to measure a person’s belief that being concerned about eating healthy is not masculine and is more typical of women than men.
Eight, five-point semantic-differentials are used to measure a person's expression of self-assertive personality traits. While the traits could be possessed by either sex, they are stereotypically associated with males.
Using eight, five-point semantic-differentials, the scale measures a person's expression of interpersonal personality traits. While the traits could be possessed by either sex, they are stereotypically associated with females.
A personality-type factor having to do with femininity and glamor traits is measured in this scale using three, seven-point unipolar items.
The scale uses five, seven-point Likert-type items to measure the extent to which a person views males and females as equal in terms of social roles and emotional capacity (caring, ambition, and aggressiveness).
