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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

expectations

The degree to which a person believes there are clear social norms that people should comply with in his/her country is measured with six, seven-point Likert-type items.

How long a person felt a period of time was when waiting for something to happen is measured with three, nine-point semantic-differentials.

The scale has three, nine-point items that measure how much a company’s ratings are as expected compared to those of other companies. 

How stimulating and exciting something is (or is expected to be) to the senses is measured with three, nine-point items.

Three, seven-point items measure the degree to which a person believes he/she is performing well so far in a class and meeting his/her grade expectations.

How well a person believes he/she performed on a particular test and met his/her expectations is measured with five, seven-point items.

With eight, six-point Likert-type items, the scale measures how much at a particular moment in time one’s motivation is to be around people and situations in which he/she has high certainty of what to expect.

The four, seven-point items in the scale measure how much a person anticipates before making a product choice that he/she will feel personally responsible and unhappy if a poor option is selected.  More specifically, the items are phrased such that the focus is on making the choice based on how the options vary on one critical product attribute. 

A person’s belief that a particular service will be good is measured in this scale with four, seven-point items.

How much one’s uncertainty about something is determined to some degree by randomness is measured with three, five-point Likert-type items.  The scale is amenable for use with a wide variety of issues.