You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now


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 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.

A seven-item, seven-point Likert-type scale is used to measure the degree of benefits a consumer perceives that he or she received from dealing with a salesperson. Oliver and Swan (1989b) reported using the full seven-item version of this scale whereas previously (1989a) they used an abbreviated version in their analyses (see below).

A four-item, six-point, Likert-type scale is used to measure a person's dislike of housekeeping. A two-item version of the scale was used by Lumpkin and Darden (1982) as well as Hawes and Lumpkin (1984).

This is a three-item, five-point Likert-type scale measuring the degree to which a consumer considers the prices charged by a store to be an important issue.

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

This is a five-item, five-point scale that measures the degree of importance a consumer places on ease of finding products in a store. The measure was called ease of finding items in store by Lumpkin and Hunt (1989).