You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now


The Marketing Scales website is a gold mine of information.  It is the only source that helps me understand the psychometric quality of the instruments used in past research.  I recommend that researchers bookmark this site . . . they will be back!
Bob Moritz
Marshfield Clinic Research Foundation


The scale measures a mixture of values, attitudes, and behaviors that indicate the degree to which a person treats health as more important than gratifying one's desires or vice versa.  Four, six-point semantic differentials compose the scale.

Six statements are used in this scale to measure a person's belief that companies should not send jobs to other countries and it is the government's responsibility to make sure it does not happen.

The degree to which a person has a favorable attitude regarding male homosexuality is measured in this scale with four, seven-point Likert-type items.

The degree to which a person believes that fate determines outcomes in life (external locus of control) verses self (internal locus of control) is measured in this scale using six, seven-point items. 

The scale uses five, seven-point Likert-type items to measure the extent to which a person views males and females as equal in terms of social roles and emotional capacity (caring, ambition, and aggressiveness).

The scale uses five, seven-point Likert-type items to measure a person's view of self as part of one or more in-groups and the willingness to defer to the goals of those groups over his/her own personal goals.

The degree to which a person values planning, perseverance, and a future orientation is measured with five, seven-point Likert-type items.

Using five, seven-point Likert-type items, this scale measures a person's reluctance to engage in behaviors that appear to be risky.

The scale is composed of four, seven-point Likert-type items that measure the degree to which a person accepts differences in social status among people in a society as normal.

The scale measures a consumer’s belief in personal reincarnation and that the universe itself is in a continual cycle.