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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

respect

Four, seven-point Likert-type items are used to measure the degree to which a person has an overall respect of self and feeling of inherent value.

The degree to which a person feels disrespected and betrayed due to a company’s customer data activities is measured using four, seven-point Likert-type items.

Four semantic differentials are used in this scale to measure how successful and respected a company is believed to be.

How much a person believes that a certain event would negatively affect his/her morale and pride is measured with five, seven-point items.

The scale is composed of five, six-point items that measure one’s expectation that if he/she were able to purchase a certain product then it would have a positive impact on one’s life in terms of confidence, status, and image.

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.

Three, five-point Likert-type items are used to measure the degree to which a parent believes that he/she along with other parents should be open to children's opinions and encourage them to speak up.

How proud and self-confident a person feels is measured in this scale with four, seven-point Likert-type items.

With three, five-point Likert-type items, the scale measures the degree to which a member of an online community feels accepted by other members and that they respect his/her opinions.

The level of esteem and honor with which a person holds an organization is measured in this scale using four items.  The scale seems to be amenable for use with a wide-variety of organizations, e.g., profit or non-profit, business or non-business.