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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 scale measures how much a person is formally involved in a specific company’s customer participation process and follows the rules and procedures.  Three, five-point items compose the scale.

The scale has three, nine-point items that measure how much a company’s ratings are as expected compared to those of other companies. 

The scale has four, seven-point Likert-type items that measure the degree to which a person is unsure about how a company’s stock will perform.

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.