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Testimonial

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.
Dr. Terry Childers
Iowa State University

honesty

Five, seven-point Likert-type items are used to measure a person’s attitude regarding the bias and believability of a particular news story to which he/she has been exposed.

A person’s general level of trust across a variety of people and situations is measured with 25, five-point Likert-type items.  To be clear, the scale does not measure one’s trust of a particular person or those playing a specific role but rather the tendency to trust others and be optimistic about their intentions.

Using four, seven-point semantic differentials, the scale measures the honesty and ethicality of something.  The scale is general in the sense that it appears that it can be applied to a particular person or a group of people.  While it might be used to evaluate the trustworthiness of non-human entities (ads, organizations), it seems most suited for people.

The degree to which a person has negative beliefs about advertising in general is measured with five, five-point Likert-type items.

Five, seven-point Likert-type items are used in this scale to measure a person's belief that a company really cares about people and is honest with its customers.

The veracity of the promotion about a brand is measured in this scale with three, five-point Likert-type items.

A customer's level of trust in a particular salesperson is measured with seven, seven-point Likert-type items. 

A consumer's belief that a brand is dependable and has integrity is measured with eleven, seven-point items.

The degree to which a person views an advertisement as being truthful, impartial, and persuasive is measured with six, seven-point, uni-polar items. 

The degree to which a customer is motivated to be honest in dealings with an organization and not take advantage of it is measured using three Likert-type items.