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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

investments

Four, seven-point items compose the scale and are used to measure how successful a company is expected to be in the future.

Using five, five-point Likert-type items, the scale measures the extent to which a consumer believes he/she has spent a lot of time and effort on a relationship with a current provider.

A person's knowledge of various typical consumer financial products is measured by asking ten questions.  It is considered an objective measure rather than a subjective one because each question has a correct answer rather than being a person's opinion of his/her knowledge level.

Three, seven-point items are used to measure one's self-expressed level of understanding of a particular investment, especially how it functions in saving money, and one's comfort in choosing to invest in it.

A person's self-expressed level of understanding a particular object (topic, product, company, et cetera) is measured in the scale with three, seven-point items.

A person's attitude regarding the amount of risk perceived to be associated with a particular investment is measured using three semantic differentials.

Three semantic differentials are used to measure a person's attitude regarding a particular investment, with an emphasis on how "good" it is considered to be.

The extent of a person's satisfaction with the performance of the stocks in his/her portfolio is measured with three, nine-point items.

Three, seven-point statements are used to measure the relative amount of time, effort, and money that appear to have been spent on the development of a website.

The scale is composed of four, seven-point statements that are intended to measure the degree to which a certain stimulus has focused a person's thoughts on others more than on self.