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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

identification

How much a person identifies with and feels close to members of a particular community is measured with four, seven-point Likert-type items.

Seven, seven-point Likert-type items measure the degree to which a front-line employee of a business is believed to have treated a person unjustly because the customer's language skills were viewed as poor.

Using three Likert-type items, the scale measures how much a person is involved in a particular hobby and identifies with it, e.g., driving, baking, fishing.

How much a person reports feeling different from others, even feeling like an outcast at times, is measured with three, seven-point semantic differentials.

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.

How much a person feels close to and identifies with other customers of a particular company is measured with four, five-point items.

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.

The scale is composed of four Likert-type items that measure the degree to which a person identifies mostly with the people, traditions, and events in his/her local community.

How much a person views a particular social group as important and central to his/her self-image is measured in this scale with eight, seven-point items. 

The scale uses four, seven-point items to measure how much a person has the desire to be around and in touch with things from “home,” however he/she defines it.