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Testimonial

This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Angeline Close Scheinbaum, Ph.D.
University of Texas at Austin

agency

The scale is composed of three, seven-point items that are intended to measure the degree of importance a person places on the integrity of an advertising agency and agreement on goals. As written, the scale does not measure a person's attitude toward a specific agency but rather the role this criterion should play in general when making a selection among agencies.

The scale is composed of five, seven-point items that are intended to measure the extent to which a person believes the reputation of an advertising agency is a very important criterion that should be used by a client when making the selection decision.