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Testimonial

Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

political

The scale measures the degree to which a person believes a particular candidate has positive attributes such as sincerity and knowledgeability that make him/her qualified for the political office.

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.