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Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

perception

This is a 14-item, seven-point semantic differential scale measuring the per ceived complexity of some specified stimulus. Modifications of this scale have been used in several studies as described below.

This three-item, seven-point semantic differential rating scale is used to measure the degree of importance a person places on a purchase decision for some product and the amount of attention devoted to it.

This three-item, seven-point semantic differential scale is used to measure how dynamic or elaborate a stimulus is perceived to be.

A 12-item, three-point summated ratings scale is used to measure a person's ability to control optical memory images. The full formal title for the scale is the Gordon Test of Visual Imagery Control.

A seven-item, seven-point semantic differential scale used in measuring a person's tendency to rely more on the functions associated with one brain hemisphere than on those associated with the other. The construct was referred to by Hirschman (1986) as cognitive function asymmetry.