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.
pain
How much a person views time in a certain situation as being a beneficial entity or a maleficent force is measured with three, nine-point items.
The scale is composed of seven, five-point Likert-type statements measuring the perceived "costs," mostly non-monetary, of getting a mammogram.
Five-point Likert-type statements are used to measure the degree to which a consumer believes shopping at a certain type of store is a pleasant and likable activity to engage in.
