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.
attitudes
Five, seven-point Likert-type items measure the degree to which a person believes people in the world, and one’s self in particular, have experienced not having enough resources.
The degree to which an object or event is considered to be consistent and stable at one extreme or erratic and risky at the other is measured with ten, seven-point bi-polar adjectives.
How much a person describes another person as a friend who is likable and fun to be around is measured with four, five-point Likert-type items.
The degree to which a person believes that an attitude, behavior, or object is acceptable and correct based on an apparent consensus of opinion or behavior is measured with five, seven-point items.
Five, seven-point Likert-type items are used to measure a person’s belief that he/she is experiencing good luck during the current day.
A person’s belief that he/she is lucky and frequently experiences it is measured with five, seven-point Likert-type items.
With four, seven-point items, the scale measures how much a person believes he/she has not had enough “resources” in the past and may not have enough in the future. The types of resources are not stated in the items but should be made clear to participants in the instructions and/or the context of the experiment.
Three, seven-point items measure how much a person expects that his/her spouse would disagree if aware of a particular choice was made.
Ten Likert-type items measure how much a person has the tendency to keep secrets about him/herself due to the information being considered embarrassing or distressing.
The belief that a company’s founders are intent on working hard and persistently to overcome obstacles to their success is measured with four, seven-point Likert-type items.
