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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

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.