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SEMAFO7
Skala zur Messung sozialer Erwünschtheit in der Marktforschung
Short abstract
SEMAFO7 is used for the domain-specific measurement of the trend towards socially desirable response behaviour in the context of market research. It is based on a definition of socially desirable response behaviour as "The tendency of subjects to attribute to themselves in self-descriptions those personality statements that have positive social desirability scale values and to reject those that have negative SE scale values". (Edwards, 1957, p. VI, quoted after Hartmann, 1991, p. 62). The questionnaire contains seven self-referential statements that describe aspects of individual consumer behaviour. Reliability: The internal consistency was KR-20 = .61 and KR-20 = .63 (Kuder-Richardson formula). Cronbach's alpha may vary depending on the age of the respondents (alpha = .53-.77). Validity: The correlation of r = .36 with the Social Desirability Scale-17 speaks for the convergent validity. For the discriminatory validity, a further study showed non-significant correlations of r = .08 with the Exploratory Acquisition of Products Scale and r = .06 with a "neutral". individual item, which was used to determine the preference for cinema admissions. The nomological validity is demonstrated by a significant correlation of r = -.18 with a materialism scale, as determined in the same study.
Leibniz Institute for Psychology (ZPID). (2019). Open Test Archive: SEMAFO7. Skala zur Messung sozialer Erwünschtheit in der Marktforschung. Available at: https://www.testarchiv.eu/en/test/9006209
Citation
Grohs, R., Ebster, C. & Kummer, C. (2011). SEMAFO7. Skala zur Messung sozialer Erwünschtheit in der Marktforschung [Verfahrensdokumentation und Fragebogen]. In Leibniz-Institut für Psychologie (ZPID) (Hrsg.), Open Test Archive. Trier: ZPID.
https://doi.org/10.23668/psycharchives.4594
Short information
Short Name SEMAFO7
English Name Social Desirability Scale
Authors Grohs, R., Ebster, C., Kummer, C.
Published in Test archive 2011
Copyright/Licence Copyright Autoren; CC-BY-SA 4.0
Key words Consumer Research, Social Behavior, Marketing, Consumer Attitudes, Response Set, Social Desirability
Language versions deu
Construct Social Desirability
Application age Adults
Item number 7 items
Subscales None; tendency towards socially desirable response behaviour in the context of market research
Application Time 1-2 min.
Interpretation time A few minutes.
Internal consistency: KR-20 = .61-.63 (Kuder-Richardson formula) or Cronbach's Alpha = .53-.77.
Findings on construct validity.
None; Reference data: mean and standard deviation.
Applications Research
There is no abstract in English available. Short information about the measure can be found under Overview. More can be found on the German pages.
There is no review in English available. Short information about the measure can be found under Overview. More can be found on the German pages.
First published in
Grohs, R., Ebster, C. & Kummer, C. (2009). "An meinen Fähigkeiten als Liebhaber habe ich schon gezweifelt". Die Messung sozial erwünschten Antwortverhaltens. Marketing - Zeitschrift für Forschung und Praxis, 31 (2), 87-100. PSYNDEX Dok.-Nr. 0218885
Feedback form
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Contact information
Univ.-Prof. Dr. Reinhard Grohs, Professor für Sportmanagement, Studiengangsleiter für Sport- und Eventmanagement, Privatuniversität Schloss Seeburg, Seeburgstraße 8, A-5201 Seekirchen am Wallersee, Salzburg, Österreich
Univ.-Doz. Mag. Dr. Claus Ebster, Fakultät für Wirtschaftswissenschaften, Lehrstuhl für Marketing, Oskar-Morgenstern-Platz 1, A-1090 Wien
Prof. (FH) Mag. (FH) Claudia Kummer, MSc., Psychosoziale Beraterin, Hochschullehrerin und Forscherin in Betriebswirtschaft, Münchenstraße 14, 16/2/11, A - 1120 Wien