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.
sex
A person’s attitude about the appropriateness of sex being used in advertising, TV programs, and other media is measured with three items.
Three, seven-point Likert-type items are used to measure a person’s interest in taking advantage of sexual opportunities with different partners.
The scale uses three, seven-point items to measure the self-expressed likelihood that one would go after and even seduce a particular man. (The items appear to be easily adaptable for other interpersonal relationships as discussed further below.)
Four, nine-point Likert-type items measure how vulnerable a person believes it would be to engage in sex given a certain hypothetical context.
How confident a person is that he/she is able to speak with members of the opposite gender and initiate flirtatious conversations with them is measured in this scale with seven items.
The degree to which a person has a favorable attitude regarding male homosexuality is measured in this scale with four, seven-point Likert-type items.
A person's attitude regarding a man's use of violence with women as part of the satisfaction of his sexual desires is measured in this scale using three, seven-point Likert-type items.
The scale has twelve, seven-point Likert-type statements that measure a consumer's perceptions of sex-role portrayals in advertising.
Five-point, Likert-type statements are used to measure the degree to which a person believes that television commercials have gone too far in what they say or show and that they exhibit poor taste.
A four-item, five point, Likert-type scale is used to measure a person's evaluation of the use of sex appeals in advertising.
