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.
self
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.
This five-item, seven-point Likert scale measures a person’s belief that his/her self-worth is based on performing better than others on a task or skill.
Four, seven-point Likert-type items measure a customer’s belief that his/her relationship with a particular service firm is such that the parties look out for their own interests first and foremost.
How much a person feels that his/her life is meaningful and has some effect on the world is measured with three, seven-point items.
With three, seven-point items, the scale measures the degree to which a person shared information with another person in order to improve that person’s attitude about him/herself.
The degree to which a person believes a certain individual shows off in order to impress people is measured in this scale with five, seven-point Likert-type items.
Six, five-point Likert-type items are used to measure a person’s desire to experience consistency and stability at the current time rather than change.
How much a person believes that a certain event would negatively affect his/her morale and pride is measured with five, seven-point items.
With four, seven-point Likert-type items, the scale measures a person’s general motivation to do better and succeed.
A person’s admission of deserving punishment and desire to punish one’s self is measured with four, seven-point Likert-type items.
