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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

The extent to which people experience a feeling that they belong to a different culture than those around them is measured with three, seven-point items.

A person’s hope that he/she can perform better than others in socially-relevant ways and earn admiration for it is measured with five, seven-point items.

Three, seven-point Likert-type items are used to measure the degree to which a person believes a particular company is socially active due to its genuine concern and unselfish motivation.

Three, seven-point Likert-type items measure the degree to which a person is viewed as competent and ambitious.

The extent to which a person is described as having high social status and economic resources is measured in this scale with three, seven-point items.

The five, nine-point, Likert-type scale measures how much a person expresses satisfaction with his/her relationship with a person as a result of a gift that person has given.

The scale uses three, seven-point semantic differentials to measure how well two objects are considered to fit each other and be compatible.

Seven, seven-point items are used in this scale to measure a person’s enduring belief that he/she is superior to others and makes him/herself the center of attention.

Using three, seven-point items, the scale measures how lonely a person reports feeling at a point in time, especially as compared to “other people.”

How similar a person believes he/she is compared to another person is measured with three, seven-point semantic differentials.