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Testimonial

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.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

comparison

A person’s desire in a recent decision to compare options before making a choice is measured with three, seven-point Likert-type items.

With three semantic differentials, the scale measures how much a person believes a group of people are like him/her, especially in the way they think.  While it is possible for the comparison to be with other people in general, it is more likely that the scale will be used to measure how much individuals believe themselves to be similar to people in a particular group.

The extent of similarity a person believes there to be between him/herself and someone else in terms of cognitive and physical characteristics is measured with four, seven-point items.    

This seven-point scale measures how much a consumer believes one smartphone is similar to another phone on four characteristics related to ease of use.

The belief that someone put more thought and time into writing a review than the average reviewer is measured with six items.  The object of the review is not stated in the sentences but can be put in the instructions if not obvious from other aspects of the experiment or questionnaire.

The extent to which a person believes another individual is a peer and thinks like him/her is measured with three, 101-point items.

Using three, seven-point Likert-type items, the scale measures how much a person believes that a particular good or service is new to the market and different from alternative products.

Four, seven-point semantic differentials measure the degree to which a person feels dissatisfied with his/her financial situation, especially when compared to the situations experienced by peers.

How much a person is interested in direct banking and is diligent in selecting one is measured with four, seven-point Likert-type items.

How a person believes his/her capability and confidence compare to other people investing in the stock market is measured with three, seven-point items.