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!
gender
The rivalry with same-sex others over access to mates is measured with seven, seven-point Likert-type items.
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.
