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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

sociability

How friendly and sociable a person appears to be is measured with four, seven-point semantic differentials. 

The scale uses four, seven-point unipolar items to measure how caring and kind a person is considered to be.

The scale uses four, five-point items to measure how much a person experienced something with other people rather than alone.

How popular and friendly a person appears to be is measured using three semantic differentials.  As used by Fisher and Ma (2014), the judgement is made regarding someone else rather than oneself.

One's lack of close relationships with family members and a romantic partner from whom support and encouragement can be received is measured with ten, seven-point Likert-type items.

This five item, seven-point Likert-type scale measures one's lack of friends who can provide a sense of belonging as well as understanding and help.

Eight, seven-point Likert-type items are used to measure the extent to which a person feels excluded and unaccepted.  While the construct measured is extremely close to what is usually meant by "loneliness," more of the items in this scale have to do with one’s isolation rather than the affective response to it, e.g., unhappiness.

How much a person expresses experiencing an undesirable subjective feeling of social isolation is measured using twenty, four point items.

The degree to which a person is interested in another person and wants a relationship with him/her is measured in this scale using six, nine-point items.  Given the phrasing of the statements, the respondent already knows something about the other individual and may already feel a connection but the emphasis seems to be on the future of the relationship.

This six-item, seven-point scale is used for measuring the degree to which the motivation for a consumer's trip to a retail location has more to do with social or recreational reasons than with purchasing a product.