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.
personality
Four, seven-point uni-polar items are used to measure how much a person is described as being kind and friendly. (Two versions of the scale are described, both having four items and three of them being in common.)
A person’s chronic motivation to critically evaluate alternatives in order to improve the quality of decisions that are made is measured with twelve, six-point Likert-type items.
The scale has twelve, six-point Likert-type items that measure a person’s chronic motivation to make progress towards achieving a goal in a direct manner without deviation and distraction.
A person’s preference for multitasking (switching attention among several ongoing tasks) rather than performing one task at a time until its completion is measured in the scale with 14 Likert-type items.
The scale uses ten items to measure a person’s tendency to be engaged in what he/she is doing with undivided attention rather than being distracted such as with multi-tasking and mind-wandering.
The tendency for a person to notice and attend to thoughts and feelings having to do with physical aspects of his/her body is measured with six, seven-point items.
With three, seven-point items, the scale measures a person’s tendency to notice and attend to sounds, smells, and visual aspects of his/her nearby surroundings.
The scale has three, seven-point items that measure a person’s tendency to notice and attend to his/her emotions and changing moods.
A person’s tendency to express and verbalize his/her thoughts and feelings is measured with eight items.
The tendency for a person to notice or attend to a variety of stimuli, both internal (such as thoughts and feelings) as well as external (such as sights, sounds, and smells) is measured with 12 items.
