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.
knowledge
With three, seven-point Likert-type items, the scale measures the degree to which a consumer is sure that buying a particular product is the correct decision.
The degree of familiarity with something such as an object or topic is measured with three, seven-point bi-polar adjectives. The items themselves are extremely flexible for use in a variety of contexts and it is up to the instructions provided with them to specify whose knowledge about what is being assessed.
A person's belief that he/she has the ability to adhere to specific dietary guidelines is measured with three, seven-point Likert-type items.
The degree to which a consumer reports having a lot of knowledge and experience with so-called "green products" is measured using four, seven-point Likert-type items.
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-confidence in his/her ability to open e-mail messages if so desired is measured using five items.
How easily a person is able to convert an amount of money in an unfamiliar currency to an equivalent amount in a familiar currency is measured in this scale using four, seven-point semantic differentials.
Three semantic differentials are used in this scale to measure ones self-expressed level of skill and competence with respect to playing video games.
Three, nine-point items are used to measure the degree to which a person believes that a sensory experience with a product from a category would provide him/her with a better understanding of the different types within the category. To be clear, this scale focuses on the differences between product types across a category (breadth) rather than the similarity within one type of product (depth).
