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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

success

With eight, seven-point Likert-type items, the scale measures a person’s confidence in his/her capability to overcome challenges and perform tasks effectively in a wide variety of situations. 

The belief that there are opportunities for anyone to make economic progress and be successful through hard work is measured with five, seven-point Likert-type items.

The rivalry with same-sex others over access to mates is measured with seven, seven-point Likert-type items.

Using three, seven-point Likert-type items, the scale measures how much a person believes that people can achieve success over time if they work hard.

How much a person believes that literacy skills are important and that low-income families need help developing those skills is measured with six, seven-point Likert-type items.

Four semantic differentials are used in this scale to measure how successful and respected a company is believed to be.

Four, seven-point items compose the scale and are used to measure how successful a company is expected to be in the future.

A person’s motivation to achieve and/or accumulate external indicators of success such as wealth, power, and status is measured with three statements.

With four, seven-point Likert-type items, the scale measures a person’s general motivation to do better and succeed.

The degree to which a person believes that, in general, one person’s good outcomes come at the expense of another person is measured with six, 10-point Likert-type items.