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Scale Reviews

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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


Eleven brief scenarios are displayed with three response alternatives. The directions and scenarios ask the respondent to imagine being in various situations in which they must choose between participating in a socially awkward or unacceptable activity and refusing to participate. Most of the scenarios have something to do with taking drugs.

Ten, five-point Likert-type items are purported to measure the degree to which a person's moral philosophy is based on an understanding of the inherent propriety of an action, regardless of its consequences. In particular, the items focus on the assumption that desirable results can be obtained if the "right" action is taken.

The scale measures the degree to which a person's moral philosophy assumes that the propriety of actions should be judged on the basis of the context of time, culture, and place rather than some set of universal moral rules.  Ten, five-point Likert-type items composed the scale.

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.

Four seven-point Likert-type statements are used to measure the extent to which a consumer is concerned about air pollution, with an emphasis on the role played by electrical power plants.

This is a six-item, seven-point Likert-type scale measuring the degree to which a person holds views about political and economic issues that are considered to be conservative and tend to preserve the status quo.

This is a three-item, three-point Likert-type scale measuring one's attitude about donating time to a community organization. The measure was referred to as willingness to donate by Yavas and Riecken (1985).

This is a six-item, five-point Likert-type scale measuring a consumer's own sense of materialism as well as that of society in general. The scale was referred to as cultural estrangement by Durand and Lambert (1985).

This three-item, three-point Likert-type scale is used to measure the perceived effect of one's family- and job-related responsibilities on ability to donate time to a community organization. The measure was referred to as family/job demands on time by Yavas and Riecken (1985).