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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

protection

How much a person values security for self and family is measured in this scale with five, seven-point Likert-type items.

Three, seven-point Likert-type items measure the degree to which a consumer believes that retailers offering low price guarantees do so, in general, to assure shoppers that they will receive refunds if the store does not have the lowest prices in the market area.  A version of the scale phrased specifically for a certain retailer is also reviewed.

Three statements are used to measure the degree to which a person accepts personal responsibility for preventing skin cancer.

The scale is composed of three, seven-point Likert-type items that measure the degree to which a person believes that laws in one's country and internationally are sufficient to protect consumers' online privacy.

Three, seven-point items are used to measure the degree to which a person desires software that would help him/her protect his/her personal information and online behavior by doing such things as eliminating cookies, disguising identity, and preventing e-mail tracking.

Three, seven-point Likert-type items are used to measure the degree to which a person believes that a certain company is responsible in the way it treats personal information about consumers, particularly as it relates to data gathered from people at the company's website.

Four, seven-point items are used in this scale to measure the approach used by a parent to regulate a child's online activity. Specifically, the scale measures how much a child believes his/her parent(s) take an instructional approach to Internet use that encourages paying attention to certain factors and being wary of requests.

Using three, five-point Likert-type items, this scale measures the degree to which a customer identifies with a business and views the relationship as enduring and worth maintaining. Although developed and tested for use with businesses, the items appear to be amenable for use with a variety of organizations, e.g., churches, libraries, museums.

The scale is composed of statements measuring the degree to which a person, most likely a parent,  believes that a child should be shielded from discouraging and difficult situations. The statements are extreme enough that they might be viewed as reflecting over-protectedness on the part of those who agree with them. This scale was called fostering dependency by Schaefer and Bell (1958), Carlson and Grossbart (1988), and Rose (1999).

This Likert-like scale is intended to measure the degree to which people say they are concerned about health hazards and try to take actions to protect themselves before the problems occur. As noted below, several versions of the scale have been used, each with a slightly different emphasis. Moorman (1990) used a subset of the scale that emphasized actions taken to protect one's self before health problems occur. In the same study she also had a six-item scale that focused on the motivation to not take action to protect one's health unless a problem has occurred. Moorman and Matulich (1993) as well as Jayanti and Burns (1998) used different combinations of items from those two previous scales.