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Testimonial

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

growth

The scale has eight, seven-point Likert-type items that measure the degree to which a person believes, in general, that stress can enhance rather than debilitate his/her learning and productivity.

This six-item, seven-point Likert-type scale measures the degree to which a person who has just had an extraordinary experience views it as being personally challenging and instructive.

The scale is composed of three, seven-point Likert-type statements that measure the degree to which a person feels that he/she is attaining clarity in the understanding of self and the purpose for life.

This three item, seven-point semantic differential measures a person's estimate of how lengthy a stimulus is in terms of elements it contains. In Raju, Unnava, and Montgomery (2009) the stimulus was a print-type ad for a fictitious brand of car and respondents were asked to indicate the number of arguments in the ad.