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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

protection

How much a customer trusts that an online retailer is protecting his/her personal information is measured using three, five-point items.

Composed of five, seven-point items, the scale measures how unprotected and unprepared a person feels with respect to the threats coming from the “world” around him/her.

Four, eight-point items measure the importance a person places on protecting the ecosystem and living in harmony with it.

Five, seven-point Likert-type items are used measure the degree to which a person reports that an ad made him/her feel exposed and unsafe.

The scale uses three, seven-point Likert-type items to measure the importance placed on securing and strengthening one's future position in a group.

The degree to which a person is more nature-centered in his/her system of values, as opposed to human-centered, is measured using three, seven-point Likert-type items.

How much a person values caring for the environment and believes in making environmentally responsible decisions is measured with four, seven-point questions.

The level of pro-environment activism a person reports being part of is measured with three, seven-point Likert-type items.

The level of importance a person places on personally helping to decrease air pollution is measured in this scale with four statements.

Using three items, this scale measures a person's concern about the environmental problem of solid waste reduction, particularly as it pertains to the need for reduced packaging and purchase of recycled paper products.