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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

parents

This scale uses ten Likert items to measure the degree to which a person believes that his/her parent(s) provided clear and firm direction for their kids while they were growing up but were reasonable and flexible as well.

With ten Likert items, the scale measures the degree to which a person believes that his/her parent(s) made few demands on the kids while they were growing up and allowed them to regulate their own activities.

The scale uses three, five-point Likert-type items to measure a person’s beliefs about the level of materialism of one of his/her parents.  (The scale is completed twice if assessment of both parents’ materialism is of interest.)

The scale uses three, five-point items to measure how much a child believes a parent was disappointed with him/her and too busy to spend time together.

The degree to which a child believes his/her relationship with a parent to be (or have been) encouraging and comforting is measured with four, five-point items.

Three, eight-point items are used to measure a person’s belief regarding which gender provides parents with more grandchildren.  The questions are phrased in terms of “boys” and “girls.”

Three, five-point Likert-type items are used to measure the degree to which a parent believes that he/she along with other parents should be open to children's opinions and encourage them to speak up.

The extent of a person's negative beliefs regarding "advergames" made for children is measured with six Likert-type items.  (Advergames are custom-made for a good or service in order to entertain potential consumers as well as promote the brand.)

Four Likert-type items are used to measure the degree to which a parent holds positive beliefs about "advergames" made for children.  (Advergames are custom-made for a good or service in order to entertain potential consumers as well as promote the brand.)

Five, five-point, Likert-type items are used to measure the degree to which a parent reports refusing to buy particular products for his/her child when the latter asks for them but does provide an explanation of why the requests are denied.