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Scale Reviews

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The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

Social Desirability Bias

This well-known scale is intended to measure the degree to which people describe themselves in socially acceptable terms in order to gain the approval of others. The original version scale of the scale has thirty-three items and uses a True/False response format. However, abbreviated versions have typically been used in marketing research and Likert-type response scales have been applied in some cases.