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Testimonial

As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

orientation

With four, seven-point Likert-type items, the scale measures the extent to which a person views him/herself as self-reliant and unique.

The scale uses four, seven-point Likert-type items to measure how much a person views him/herself as part of a collective in which interdependence of members is important.

Using seven, seven-point Likert-type items, the scale measures the attitude that there is inequality of social groups and some are superior to others.

The extent to which a person expresses beliefs supporting inequality among social groups is measured with sixteen, seven-point items.

With four, seven-point Likert-type items, the scale measures whether a person has a habitual mental attitude in which self-distinctiveness is emphasized or, at the other extreme, an integration mindset in which assimilation and cooperation are emphasized.

Three, seven-point items compose the scale and measure how much a customer believes his/her best interests are guiding a particular salesperson’s efforts to solve one’s problem.

Fourteen, five-point Likert-type items are used to measure a person’s trait-like tendency to be concerned about the needs of others as well as expecting help from them when needed.

The degree to which a customer believes a particular salesperson tried to understand his/her needs with the best of intentions is measured with three, seven-point Likert-type items.

The scale has three, seven-point Likert-type items measuring a customer’s belief that a salesperson tried to relate to him/her as a person and discussed other things than just the purchase.

How much a person reports thinking mostly about what is happening at the current time is measured in this scale using five, seven-point Likert-type items.  While none of the statements explicitly refer to the past or the future, the implication is that the focus is more on the present than on those other time periods.