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.
evaluation
This is a three-item, seven-point, Likert-type scale measuring the degree to which a consumer believes that the quality of brands in a particular product category can be judged adequately by visual inspection rather than actual trial.
A three-item, seven-point semantic differential scale is used to measure the degree to which one evaluates a stimulus (such as a product) as being desirable and appealing.
A five-item, seven-point semantic differential scale is used to measure the degree to which one evaluates a stimulus (such as a product) as being positive and agreeable.
A five-item, seven-point semantic differential scale is used to measure the degree to which one evaluates a stimulus (such as a product) as being exciting and interesting.
A seven-item, seven-point semantic differential scale is used to measure the degree to which one evaluates a stimulus (such as a product) as being relevant and meaningful to one's self.
A seven-item, seven-point semantic differential scale is used to measure the degree to which one evaluates something (such as a product) as being vital and necessary.
A three-item, eleven-point scale is used to provide an idea about the certainty with which a consumer perceives he/she has been able to accurately reflect his/her evaluation of a brand.
A three-item, five-point Likert-type summated ratings scale is used to measure a consumer's evaluation of a brand. The scale is appears to capture one's affect toward a brand and does not attempt to assess cognitions related to particular product characteristics. The scale was referred to as a measure of ''prior brand evaluation'' by Chattopadhyay and Basu (1990).
This three-item, seven-point scale is intended to measure the certainty with which a consumer perceives he/she has been able to reflect his/her evaluation of a soft drink accurately.
A seven-item, seven-point semantic differential is used to measure a consumer's evaluation of a product in mostly utilitarian terms.
