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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

improvement

With four, five-point Likert-type items, the scale measures the degree to which a customer provides feedback to a company about his/her experiences brand’s products in order to help improve them or have new ones created.  The implication in the sentences is that this behavior is ongoing rather than a one-time event.

Using three, seven-point Likert-type items, the scale measures the degree to which a person believes a particular company spends money on “social responsibility” activities in order to improve its own reputation.

A person’s motivation to increase his/her social status is measured in this scale with four, seven-point Likert-like items.

The anticipated level of improvement (or lack thereof) in one’s performance of a certain activity from the use of a particular product is measured with three, seven-point items.

With four, seven-point Likert-type items, the scale measures a person’s general motivation to do better and succeed.

The degree to which a person believes that people have a lot of control over their athletic abilities and performance is measured with three, seven-point Likert-type items. 

Ten, seven-point items are used to measure how effectively a product is believed to enhance physical energy and mental acuity.  To answer some of the questions, the respondent must have used the product rather than merely hearing about it.  The scale seems to be amenable for use with a variety of foods, beverages, drugs, and supplements which are claimed to increase one’s energy.

A person's attitude about how beneficial recycling is for the environment is measured in this scale with five, seven-point Likert-type items.

The degree to which a person was thinking about and desiring a "perfect" option within a product category is measured with three, seven-point items.

How familiar a consumer is with the improvements made in a brand over some specified time period and his/her approval of the changes is measured with three, seven-point Likert-type items.