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Testimonial

Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

attitudes

The scale measures the degree to which a person’s motivation with regard to self-improvement is more about accomplishing a goal rather than the activities performed to reach it.  Five, nine-point Likert-type items compose the scale.

How stimulating and exciting something is (or is expected to be) to the senses is measured with three, nine-point items.

The compatibility of a brand and a cause-related organization having some sort of partnership is measured with three, seven-point semantic differentials.

How much a person feels his/her life is important and that he/she is essential to others is measured in this scale with five, nine-point items.

How kind and friendly something appears to be is measured with seven-point items.  A five- and a three-item version are described.  The scale is flexible for use with people, animals, and objects.

The extent to which an individual or company has put a lot of thought, work, and sacrifice into a particular donation is measured with five items. 

How much something is believed to be characterized by traits such as skillfulness, confidence, and intelligence is measured with seven-point uni-polar items.  A six- and a three-item version are described.  The scale is general in the sense that it has been used with respect to both individuals and organizations.

How well two brands are considered to be compatible and a good fit for co-branding a product or event is measured with three questions and a 101-point response scale.

With eight, seven-point Likert-type items, the scale measures a person’s confidence in his/her capability to overcome challenges and perform tasks effectively in a wide variety of situations. 

Using three, four-point items, the scale measures how often a person has negative thoughts about commercials.  The scale was made for use by children.