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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

attitudes

The scale uses three, seven-point Likert-type items to measure how much a person believes that a particular charity needs financial support from its donors.

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. 

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.

The extent to which an object is considered to be powerful and aggressive is measured with three, seven-point items.

The degree of conflict a person believes there was between him/herself and his/her partner in a romantic relationship within a specified period of time is measured with five items.

The scale has three, seven-point Likert items that measure how much a person expected to feel good if he/she scored many points in a game.

With four Likert-type statements, the scale measures how easy a consumer believes it was to compare the healthiness of some similar products by using the information available on their packages.

Five, nine-point Likert-type items compose the scale and measure a person’s confidence that one will successfully manage his/her health by engaging in a certain activity.  (The activity can be specified by the researcher.)

With three, 101-point items, the purpose of the scale is to measure how far into the future a certain health problem is believed to be.

Three, five-point Likert-type items are used in this scale to measure a customer’s overall attitude toward the design of a particular retailer’s website.