You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now

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

self

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.

The seven, seven-point items in this scale are intended to measure a person’s self-consciousness regarding the way he/she looks and the desire to look good to others.  

The scale has three, nine-point Likert-type items that measure a person’s belief that others are thankful for him/her.  The reason for the gratitude is unstated.

Using three, seven-point items, the scale measures the extent to which a person has a sense of responsibility for helping a group of which he/she is a member perform an activity or achieve a goal.  

Three, seven-point Likert-type items are used to measure the degree to which a consumer feels a certain product enables him/her to express self, with an emphasis on the freedom in choosing it.

Eight, nine-point Likert-type items are used in the scale to measure a person’s feeling of standing out from the crowd and being the center of attention.

With five, seven-point Likert-type items the scale measures the degree to which a person believes that expressing one's opinion to someone else about a brand provides insight into who one is and what is valued.

The extent to which a person focuses on his/her personal thoughts and feelings is measured with three statements.  Given the way the statements are currently phrased, the scale is more a state than a trait measure.