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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

evaluation

Three, seven-point Likert-type statements are used to assess the earnestness with which a subject engaged in an experimental task that involved reading an ad and making a purchase decision.

The three-item semantic differential scale measures the degree of importance a specified product characteristic has to a consumer in a choice context. Sujan and Bettman (1989) used it for attributes of 35mm SLR cameras while Desai and Keller (2002) applied it to the scent attribute of laundry detergents.

The scale is composed of three, seven-point Likert-type statements that are intended to measure a consumer´s opinion of a certain brand of a product.

The scale is composed of three, seven-point Likert-type statements measuring the degree to which a consumer has a positive attitude toward the company that makes a product featured in an ad the consumer has been exposed to. The emphasis is on the high regard and respect felt by the consumer toward the manufacturer, thus, the scale was called manufacturer esteem by Dean (1999). It was referred to more generally by Dean and Biswas (2001) as attitude toward the manufacturer.

The scale is composed of three semantic differential items measuring one's affective response to some stimulus.

The scale is composed of four, five-point items that are intended to measure the extent to which a person believes the job performance of advertising agency account planners is judged by the awards and media attention received for the advertising. There were two versions of the scale, one to measure the way planners are currently being evaluated and another to measure the way they should be evaluated.

Eight, five-point items are used to measure the extent to which a person believes that standard measures that are primarily market-based are used to evaluate the job performance of advertising agency account planners. There were two versions of the scale, one to measure the way planners are currently being evaluated and another to measure the way they should be evaluated.

The scale has three, five-point items and assesses the degree to which a person believes that feedback from agency personnel as well as from the client are used to evaluate the job performance of advertising agency account planners. There were two versions of the scale, one to measure the way planners are currently being evaluated and another to measure the way they should be evaluated.

The scale is composed of four, five-point Likert-type statements used to measure the degree that a viewer of an infomercial thought a lot about the product and the information provided about it before making the decision to purchase the product.

The Likert-type scale is composed of four, seven-point statements measuring the respondent's attitude about the ease with which the effect of advertising for a product can be measured.