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Scale Reviews

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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


Four, five-point Likert-type items are used to measure the degree to which a person believes the website of an online community has positive characteristics related to the quality-assurance of the message board and the ease of accessing it.  Hung, Li, and Tse (2011) called the scale web features.

The extent to which the parts of a visual object are viewed as being well organized and the text being readable is measured in this scale with three, seven-point semantic-differentials.

Using three, seven-point semantic-differentials, the scale measures the degree to which something is considered to be interesting and creative.

Using three, seven-point items, the scale measures the probability that a person will request information at a particular website regarding its services after having taken a look at some of its pages.

The scale has three, seven-point items that are used to measure a person's expressed likelihood of returning to a particular website in the future based upon what was seen in an initial visit.

The extent to which a person uses a website for informational purposes is measured using three, five-point Likert-type items.  The type of website studied by Hung, Li, and Tse (2011) was an online community but the scale items themselves seem to be amenable for use with a variety of shopping-related sites.

With three, five-point Likert-type items, the scale measures the degree to which a member of an online community feels accepted by other members and that they respect his/her opinions.

A person's level of concern about providing sensitive information to a website is measured with four, seven-point Likert-type items.

Five, seven-point items are used in this scale to measure the extent to which a consumer finds gratification in shopping online because of the ability to negotiate the price with the seller.  The scale was referred to as the online bidding/haggling motivation by Ganesh et al. (2010).

Using three, seven-point items, the scale measures the probability that a customer will buy something at a particular website right after having looked at some of its pages.