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Testimonial

The Marketing Scales Handbook is indispensable 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

Three, seven-point Likert-type items are purported to measure the degree to which a person subordinates individual goals to those of the group, classmates in particular. The group (rather than the individual) is viewed as the basic unit of survival.

Three, seven-point Likert-type items are purported to measure the degree to which a person subordinates individual goals to those of his or her parents.

This is a two-item, five-point Likert-type summated ratings scale measuring the degree to which a person (a parent) believes that a child should be ''older'' before being allowed to take on certain responsibilities alone. It was referred to as Fostering Responsibility by Carlson and Grossbart (1988).

This five-item, five-point Likert-type scale is used to measure the degree to which a parent reports buying several specific products for his/her child when the child asks for them.

This three-item, nine-point scale is used to measure the degree to which a person believes consuming soft drinks is acceptable to friends and family. It was referred to by Beatty and Kahle (1988) as subjective norm.

A three-item scale is used to measure the degree to which a person expresses the desire to conform to a friend's expectations about a purchase decision. Two of the items had seven-point scales and one had a five-point scale. Bearden, Netemeyer, and Teel (1989) did not explain why they constructed the scale this way.

This is a six-point, Likert-type scale that measures how active one is with social work in the local community. Some versions of the scale measure aspects of volunteering in general. See also Schnaars and Schiffman (1984).

Three, three-point Likert-type statements are used to measure the degree to which one believes that donating time to an organization benefits the community and is appreciated. The measure was referred to as benefit to the community by Yavas and Riecken (1985).

This is a six-item, six-point, Likert-type scale that measures the importance to a consumer of dressing similarly to one's friends.

A four-item, Likert-type scale is used to measure a person's willingness to follow a physician's advice.