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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

This is a nine-item, five-point scale measuring a consumer's degree of differentiation, familiarity, importance, and commitment to a specified product category.

This is a two-item, six-point, Likert-type scale that measures a consumer's belief in his/her own shopping ability.

A six-item, five-point Likert-type scale is used to measure a consumer's attitude toward business and products in general.

This is a three-item, nine-point Likert-type scale measuring the degree to which a person expresses loyalty to a specific brand of some product. The product used by Beatty and Kahle (1988) was a soft drink and they referred to the scale as brand commitment.

Six, seven-point Likert-type items are used to measure the degree of benefit a consumer perceives that a car dealer received from him/her in a transaction.

This three-item, three-point Likert-type scale is used to measure the perceived effect of one's family- and job-related responsibilities on ability to donate time to a community organization. The measure was referred to as family/job demands on time by Yavas and Riecken (1985).

A seven-item, nine-point scale is used in measuring the degree to which a person likes consuming soft drinks.

This is a four-item, five-point scale that measures the degree of importance a consumer places on ease of getting around in a store.

This is a two-item, six-point, Likert-type scale measuring a person's belief that inflation will continue and probably be worse.