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.
gift
The four item, seven-point, Likert-type scale measures how much a person wants to make some decisions in such a way as to make someone happy and indicate how much their relationship is valued.
The five, nine-point, Likert-type scale measures how much a person expresses satisfaction with his/her relationship with a person as a result of a gift that person has given.
The scale has three, seven-point items that measure a person’s inclination to purchase a product from a particular store that will be given as a gift to a friend or family member. As currently phrased, the scale makes the most sense for use with a hypothetical scenario.
The level of excitement and satisfaction a person believes he/she would feel if receiving a particular gift certificate is measured with four, ten-point items.
Three, seven-point Likert-type items measure a consumer’s openness to the idea of purchasing a product by a company as a gift in a hypothetical situation. The product, the company, and for whom the gift is intended are not specified in the items themselves and must be provided elsewhere.
A person’s unease and apprehension about giving a particular product to a friend is measured in this scale using three, seven-point items.
How much a person likes a particular gift is measured with four, seven-point items.
