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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

morality

Using four, seven-point Likert-type items, the scale measures how much a person believes that another person is attempting to mislead others by presenting an image of him/herself that is not true.

With four, nine-point items, the scale measures the extent to which a person believes that one or more employees of a company engaged in improper activity that deceived and harmed clients.

Four, nine-point items compose the scale which measures the extent to which a person believes an employee of a company has done something that is either immoral and damaging to his/her company or, at the other extreme, was honest and helpful.

Four, seven-point semantic-differentials compose the scale and measure how much a person believes that something (person, organization, action) is kind and ethical or, at the other extreme, cruel and immoral.

A person’s attitude about the appropriateness of sex being used in advertising, TV programs, and other media is measured with three items.

Twelve, seven-point, uni-polar items are used to describe how much a person’s moral character is characterized by traits such as altruism, sincerity, and purity.

How much a person views another person as generous and caring is measured in this scale with four unipolar items.  Application of this scale to measuring the altruism of entities other than individual persons seems possible.

With eight, seven-point semantic differentials, the scale measures various socially-related characteristics of a person, with an emphasis on how pro- or anti-social the individual is viewed as being.

With five, seven-point Likert-type items, the scale measures the extent to which a consumer’s decision to buy a certain brand was heavily determined by personal values and the motivation to make a political statement.

How innocent and wholesome a person is judged to be is measured with four uni-polar items and a seven-point Likert-type response format.