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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

difficulty

With three, seven-point items, the scale measures how difficult a person believes it would be for him/her to make a particular choice.

A person’s belief that he/she is supported emotionally and physically in good times and bad is measured with four, seven-point Likert-type items.  The source of the support is not stated in the items.

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

With three, seven-point Likert-type items, the scale measures how much a shopper believes that a store’s layout and arrangement of shelves make it difficult to find desired products.

The degree of difficulty a person expresses in choosing one brand from among several in a product category is measured with three, seven-point semantic differentials.

A person’s beliefs about the degree to which he/she is prone to changing attitudes or having them changed is measured with sixteen, seven-point Likert-type items. 

Three, seven-point Likert-type items are used to measure how easy and understandable a person believes a particular in-store shopping technology would be to use.  As currently phrased, the items are stated hypothetically because the respondent has only read about the technology.  The sentences could be easily changed to measure a shopper’s actual experience with the technology.

This Likert scale measures a person’s admission that he/she was easily influenced by the message in a particular ad and had difficulty resisting it.  A seven- and a four-item version are discussed.  Although the scale was made for use with ads, it can be easily modified for use with other types of presentations such as political speeches, religious sermons, educational lectures, movies, etc.

Six, seven-point semantic differentials measure the ease with which some particular written information was read and processed.  

The scale uses three, five-point Likert-type items to measure the degree to which a customer believes activities relating to the purchasing process at a particular website are easily accomplished.