Humour Effectiveness in Advertising by Upinder Dhar (English)

  The scale is a 26 items scale and it covers the various areas of any organization, they are nature of work, income, security, supervision on organizational and personal aspects, colleagues and co-workers, promotional and training opportunities, welfare activities, union-management relation and company policies. The scale is scored according to Likert’s principle of summated ratings. The higher the score, greater is the job satisfaction. It is also a highly reliable and valid instrument with standard score norm.

It is designed to identify the entrepreneurship qualities of youth through six sub-tests — (i) self perception of entrepreneurship traits, (ii) organizational ability and management skills, (iii) personality maturity, (iv) executive reaction pattern, (v) human relations, and (vi) human engineering. It contains 180 items and time schedule is 150 minutes. It was found highly reliable and valid.