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Testimonial

The Marketing Scales Handbook is indispensable 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

global

With four Likert-type items, the scale measures a person’s identification with people around the world as well as the desire to know what is happening to them.

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.

Four, seven-point Likert-type items are used to measure a person's relative attitude toward two versions of a product that differ in their targets: one made for a global market and the other made for the local market.

This scale uses three, seven-point items to measure the extent to which a person either views him/herself as a "citizen" of the world or as a local "citizen."

The extent to which a person identifies with people around the world is measured in this scale using nine, seven point statements.

Five, five-point Likert-type items are used in this scale to measure the degree to which a person feels a strong psychological and emotional connection to the global community rather than to any particular nation.

The five, five-point Likert-type items composing the scale are intended to measure to degree to which a person has a broad, open perspective of the world and an eagerness to experience other cultures.