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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 scale uses seven, five-point items to measure the willingness and tendency of a member of a customer ideation group to create product ideas by integrating and combining his/her own thoughts with those of others in the group.

Using three questions, this scale measures how much a person believes that at a particular point in time he/she had power over other people.

With four, seven-point Likert-type items, the scale measures the degree to which a person has an affective connection with a particular organization that is reflected in expressions of positive emotions.

The scale contains four, seven-point Likert-type items that measure a person’s use of self-categorization and conceptual overlap to consciously link his/her identity with the identity of a particular organization.

The degree to which a person believes a certain individual shows off in order to impress people is measured in this scale with five, seven-point Likert-type items.

With three, seven-point Likert-type items, the scale measures the degree to which a person’s support of a particular organization is based on its community involvement and charitable activities.

Three, seven-point Likert-type items measure the degree to which a person believes that a particular organization should be involved in charitable community activities and would stop supporting the organization if it discontinues such activity.

Three, eleven-point items measure the extent to which a person believes that a situation or experience affected him/her in such a way as to feel closer to an individual or a group.

The strength with which a person expresses favorable attachment to a particular cultural group is measured in this scale using six, seven-point Likert-type items.

The scale has three, seven-point Likert-type items that measure the degree to which a person redefined his/her role in a relationship due to some event.  The event is not stated in the items themselves but should be made clear to respondents in the context of the study or the instructions.