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Scale Reviews

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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


A consumer’s attitude about how quickly and easily he/she is able to find and select products from an assortment provided by a particular retailer is measured using three, seven-point Likert-type items.

The three-item, seven-point Likert-type scale measures a shopper’s uncertainty that he/she will be able to choose a product from the assortment provided by a particular retailer that will meet his/her expectations.  Two slightly different versions of the scale are provided.

The scale measures how much a subject who has been in an experiment believes the purchase situation was realistic.  A three- and a four-item version were created.

With three, nine-point items, the scale measures the time and effort a consumer reports spending to choose between options within a product category that were available in a store.

The scale uses five, seven-point Likert-type items to measure the degree to which a consumer shops online because of the assortment of products available for purchase as well as the information about them compared to shopping in retail stores.

Three, seven-point items are used for measuring the degree to which a consumer is satisfied with the product-related aspects of a shopping area. As described subsequently, the shopping area studied by Dawson, Bloch, and Ridgway (1990) was a crafts market.

This nine-point, four item scale is intended to measure the degree of variety a consumer perceives there to be in an assortment of some product and the enjoyment derived from having access to that variety.

The scale has three, nine-point, Likert-type statements that are intended to measure the extent to which one believes an assortment of a given product one was exposed to was aesthetically pleasing.

The scale has four, seven-point Likert type statements that are used to assess the degree to which a person thinks that an e-retail website has a broad and deep product assortment so the consumer has access to a great variety of products at one place. The scale was referred to as choice by Srinivasan, Anderson, and Ponnavolu (2002).

The three-item, seven-point Likert-type scale is intended to measure a person's attitude toward a retailer's performance with the emphasis on how wide an assortment of products are carried by the merchant in comparison to the competition.