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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

political

A person’s tendency to not only express his/her concern for the environment via product-related decisions but also by engaging in other pro-environmental activities is measured with ten, seven-point items.

Three statements with a nine-point response format are used to measure how important and meaningful a slogan is to a person.

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.

The effectiveness and leadership of a state governor is measured using three, seven-point Likert-type items. 

This Likert-type scale measures a person's readiness to support a political official continuing in office and/or being reelected though being involved in a scandal.

The eight item, nine-point Likert-type scale is intended to measure a person's attitude regarding the fairness and justifiability of the socio-political system in which he/she lives.

Five, seven-point semantic-differentials are used in this scale to measure both a person's opinion of a political candidate as well as a formal statement apparently written by the candidate.

The four item, seven-point Likert-type scale is intended to measure a voter's satisfaction with politics and election outcomes, particularly as it relates to the person's expectations.

Four, seven-point statements are used to measure the importance of a particular voting decision to a person and the degree to which he/she is concerned about the decision.

The six item, seven-point Likert-type scale is intended to measure the importance of politics to the respondent and its centrality in his/her life.