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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

values

Five, five-point Likert-type items are used in this scale to measure the degree to which a person feels a strong psychological and emotional connection to the global community rather than to any particular nation.

The scale is composed of four, five-point Likert-type items that measure the degree to which a person believes in following the law and practicing business with high integrity.

Six, seven-point Likert-type items are used to measure the value a person places on work in his/her life.

The scale is composed of six, nine-point statements that measure the value a person places on the maintenance of the shared symbols and practices of a group.

Nine, nine-point statements are used to assess the value placed by a person on an understanding of and desire to protect the welfare of all people and nature.

The value a person places on novelty and excitement in life is measured in this scale using three phrases and a nine-point response format.

The scale is composed of seven, nine-point statements that attempt to assess the value a person places on the safety and stability of individual and group relationships.

Six, nine-point statements are used to measure the value placed by a person on independent thought and action.

The centrality of religion in one's life is measured in this scale with six, seven-point Likert-type statements. The items are not specific to any religion or denomination nor do they stress any particular behaviors, e.g., attending church.  Given this, the scale appears to be useful to a wide variety of contexts in which the goal is to understand the role of religion in a person's life.

Four, nine-point statements are used to measure a person's view of what other people he/she is familiar with think about recycling. The scale is amenable for specifying the type of people being described, e.g., students.