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Testimonial

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

personality

Five, seven-point Likert-type items compose the scale and measure one’s tendency to make decisions and to buy impulsively with regard to a specific good or service.

A consumer’s general tendency to make purchases without planning and control is measured with six items.

The belief in one’s ability to influence another person or group is measured with eight statements. To be clear, the scale does not explicitly measure one’s use of power but rather the confidence that one has it and can use it.

A person’s feeling of uniqueness and status (though not necessarily superiority) is measured in the scale with three, nine-point items.

The extent to which a person focuses on his/her personal thoughts and feelings is measured with three statements.  Given the way the statements are currently phrased, the scale is more a state than a trait measure.

The scale uses three items to measure the degree to which a person is very sensitive of his/her contextual environment.  Given the way the statements are currently phrased, the scale is more a state vs. trait measure.

Five, seven-point uni-polar items are used in this scale to measure how much a person describes someone or something as being skilled and reliable.

A person's description of his/her level of innovativeness and originality is measured with three, five-point uni-polar items.

Four, seven-point Likert-type items compose the scale and measure the degree to which a person views himself/herself as being creative.

Seven, five-point items are used to measure a personality trait having to do with the amount of attention given to one's health and to monitoring any changes.