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Scale Reviews

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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

weather

The likelihood that a person will use the web in the future to access a wide range of information and light entertainment-type services such as news, sports, movie reviews, and weather is measured using eight, five-point items.

The scale is composed of twelve Likert-type items and is purported to measure one's world view as it pertains to the environment and man's relationship to it. Response to most of the items appears to hinge on whether humans should adapt to the environment or rather that it is appropriate to use the environment as mankind desires. The scale was referred to as the New Environmental Paradigm by its creators (Dunlap and Van Liere 1978) because this view was seen as contrasting with the more dominant paradigm of the time that was not particularly pro-environment.

Sixteen, seven-point Likert-type statements assess a person's concern about clothes as they affect his or her appearance. The scale measures the degree to which a respondent is willing to invest time, money, and effort into clothes and how they will look.