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.
social
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.
The scale has four, seven-point Likert-type items that measure how much a customer enjoys the relationship with a particular salesperson and believes he/she provides extra service in order to improve the relationship.
