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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

company

The extent to which a person believes that he/she knows what a company does and can describe them to others is measured with four, seven-point Likert-type items.

Five, seven-point items are used to measure how much a business organization is believed to help others with their welfare as the goal rather than for the benefits the company can receive in return.

 How generous and helpful something is considered to be based upon a donation it has made is measured with five, seven-point items.  The scale is general in the sense that it has been used with respect to both individuals and organizations.

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. 

Three, seven-point semantic differentials are used to measure how much a person believes a particular party is at fault for an offense that occurred.

The extent to which the use of child labor by companies affects one’s choice of which products to buy is measured with three, seven-point items. 

The clarity with which a person understands what a particular company does with the data it has on its customers is measured with four, seven-point semantic-differentials.

Three, seven-point Likert-type items are used to measure how much a person believes it is okay to give misleading or incomplete personal information to a company and that he/she is likely to do it.

With four, seven-point Likert-type items, the scale measures how much a person has confidence in the reliability with which a company handles the customer data in its possession.

The scale has three, seven-point items which measure a person’s disbelief that a particular company is one of the worst ones in its industry as reported by a major consumer organization.  The scale instructions frame the situation as hypothetical but minor changes could make the scale amenable for use with an actual event.