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Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

future

The degree to which a person has positive expectations about his/her future is measured with five, five-point Likert items.

This scale has four, seven-point Likert-type items that measure a person’s expectation that both his/her income and saving money will be better in the future compared to the present.

With three, 101-point items, the purpose of the scale is to measure how far into the future a certain health problem is believed to be.

The seven-point Likert-type scale has three items that measure the degree to which a person believes there would be a negative impact on the achievement of his/her long-term goals if money was drawn from savings that was set aside.

The degree to which a person believes that an event will occur in the distant future rather than very soon is measured with three, seven-point semantic differentials.

Seven, seven-point Likert-type items measure a person’s general and enduring tendency to experience feelings that are expressed in terms of optimism about the future.

Three, seven-point items measure a person’s general belief that the current day will be good rather than bad.

The degree to which a person believes his/her future is open with many opportunities is measured using ten, seven-point Likert-type items.

Three, seven-point Likert-type items measure a person’s belief that his/her fate is not fixed but, instead, can be changed.

The scale has three, seven-point Likert-type items that are intended to measure a consumer’s attitude about the future advertising of all types that he/she may be exposed to for a particular brand.