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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

nutrition

The degree to which a person believes a particular food is wholesome and healthy is measured with three questions, each with its own semantic differential and a 101-point sliding response scale.

Four, seven-point items measure how much a person believes that a particular food is good to eat and is not fattening.

The ease with which a consumer can determine the healthiness of a food product from information provided on its package is measured with four, seven-point Likert-type items.

Using four, nine-point semantic differentials, the scale measures a consumer’s belief that a particular food product is not only safe to consume but is nutritious as well.

A consumer’s nutrition-focused attitude about a food product is measured using five, seven-point Likert-type items.  Because of the limitations of one of the items, a four item version is also described that can be used with a wider variety of foods.

The belief that organic foods do not contain unnatural ingredients and chemicals is measured using three, seven-point Likert-type items.

With three, seven-point Likert-type items, the scale measures a person’s belief that organic food is more nutritious than conventional food.

The degree to which a person believes that he/she will suffer physically if he/she has unhealthy eating patterns is measured with three, seven-point Likert-type items.

The scale measures how strongly a person believes that certain habits related to one's diet and physical activity eventually lead to poor health.

A 12-item, seven-point Likert-type scale is used to measure the degree of control one believes he/she has over his/her health-related behaviors. The emphasis is on engaging in the behaviors rather than the outcome of those behaviors.