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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

complexity

The scale is composed of three, seven-point Likert-type items that measure how much a person believes that a particular object looks complex.   

How complex and time-consuming a task is considered to be is measured with three, seven-point Likert items.

The extent to which a customer believes that a store carries too many options within a product category of interest is measured in this scale using three, seven-point Likert-type items.

Five semantic differentials are used in the scale to assess how cognitively and time demanding a customer considers a particular price format to be.

Three statements are used to measure a person’s opinion of the degree of complexity in an assortment of some object due to the number of options available.

Five items are used to measure how ambiguous and chaotic a visual stimulus with multiple parts appears to be.

The level of exactitude a person believes was used in a particular advertising claim is measured with four, seven-point Likert-type items.

The scale uses three, nine-point Likert-type items to measure how complicated a person believes a certain task was that involved some degree of mathematical computation.

With three, seven-point unipolar items, this scale measures how challenging a task or process is considered to be.

The problem a consumer has distinguishing between brands in a product category and choosing one of them is measured in this scale using three, seven-point Likert-type items.