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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

internet

Composed of three, seven-point Likert-type items, this scale measures how much a person would consider sharing some particular information to friends and others on the internet. 

How much a parent engages in active co-use of the Internet with his/her child in order to guide behavior is measured using six, seven-point Likert-type items.

The scale has three, five-point Likert-type items that measure a person’s overall attitude toward the customer service dimension of a particular retailer’s website.

Three, five-point Likert-type items are used in this scale to measure a customer’s overall attitude toward the design of a particular retailer’s website.

A customer’s overall attitude toward the order fulfillment dimension of a particular retailer’s website is measured with three, five-point Likert-type items.

Using three, five-point Likert-type items, the scale measures a customer’s overall attitude toward the security and privacy facets of a particular retailer’s website.

The degree to which a person believes a particular website has interactive features which allow him/her to customize information is measured in this Likert scale with three, five-point items.

Using three, five-point Likert-type items, the scale measures the degree to which a customer believes a particular website has low prices on products and shipping.

Three, five-point Likert-type items compose the scale and are used to measure the degree to which a person believes the assortment of products available at a particular website is adequate for what he/she is interested in buying.

The degree to which a consumer believes that a buying a particular product from a particular retailer’s website would be risky is measured with three, nine-point Likert-type items.