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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

morality

With four, nine-point items, the scale measures the extent to which a person believes that one or more employees of a company engaged in improper activity that deceived and harmed clients.

Four, nine-point items compose the scale which measures the extent to which a person believes an employee of a company has done something that is either immoral and damaging to his/her company or, at the other extreme, was honest and helpful.

Four, seven-point semantic-differentials compose the scale and measure how much a person believes that something (person, organization, action) is kind and ethical or, at the other extreme, cruel and immoral.

A person’s attitude about the appropriateness of sex being used in advertising, TV programs, and other media is measured with three items.

Twelve, seven-point, uni-polar items are used to describe how much a person’s moral character is characterized by traits such as altruism, sincerity, and purity.

How much a person views another person as generous and caring is measured in this scale with four unipolar items.  Application of this scale to measuring the altruism of entities other than individual persons seems possible.

With eight, seven-point semantic differentials, the scale measures various socially-related characteristics of a person, with an emphasis on how pro- or anti-social the individual is viewed as being.

With five, seven-point Likert-type items, the scale measures the extent to which a consumer’s decision to buy a certain brand was heavily determined by personal values and the motivation to make a political statement.

How innocent and wholesome a person is judged to be is measured with four uni-polar items and a seven-point Likert-type response format.

With five, seven-point items, this scale measures a person's reaction to an appeal made by a charitable cause he/she has just read.  Four of the five items could be viewed as an affective response to the appeal but the fifth item taps more into the cognitive facet of the attitude.  Further, given the phrasing of the items, the scale would be most appropriate for use in those situations where it is possible for at least some respondents to be "upset" by what they have read.