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Testimonial

Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

superiority

The scale has three items that measure now much a person desires to gain more status or social ranking in a particular community. 

With three-items, the scale measures how much a person knows who is socially superior or inferior to him- or herself in a particular community

This eight-item scale measures one’s need to perform better than others and the desire to win in interpersonal situations.

Using seven, seven-point Likert-type items, the scale measures the attitude that there is inequality of social groups and some are superior to others.

With four, seven-point items, the scale measures how much better the most recent model of a brand is compared to previous models.

The extent to which a person expresses beliefs supporting inequality among social groups is measured with sixteen, seven-point items.

A customer’s belief that something such as a particular brand or company is better than the alternatives and that he/she is loyal to it, is measured using three, nine-point Likert-type items.

Three, seven-point semantic differentials are used to measure how well made a particular company’s products are believed to be.

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.

The extent to which a person reports feeling powerful at a particular point in time is measured with three questions and a seven-point response format.  To be clear, this is a measure of a person’s state rather than a personality trait or enduring characteristic.