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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

social

Within a particular social network, the degree of concern a person has about following others and the riskiness of doing so is measured with six, seven-point items.

Three, seven-point items are used to measure how much a person is concerned about posting something in a social medium because of what others will think and whether the posting will affect his/her acceptance.

The scale measures the degree to which a customer believes that the relationship between him/her and a particular service firm is such that the parties are genuinely willing to help each other and put the other’s needs above their own.  Eight, seven-point Likert-type items compose the measure.

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.

Three, seven-point items are used to measure how much a person believes that talking to another person about a particular topic could produce a favorable impression for him/herself.

With four Likert-type items, the scale measures a person’s identification with people around the world as well as the desire to know what is happening to them.

The scale is composed of four Likert-type items that measure the degree to which a person identifies mostly with the people, traditions, and events in his/her local community.

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.

How much a person views a particular social group as important and central to his/her self-image is measured in this scale with eight, seven-point items. 

The scale uses four, seven-point items to measure how much a person has the desire to be around and in touch with things from “home,” however he/she defines it.