You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now

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

qualification

Twelve bi-polar adjectives are used to measure a person's attitude toward a person. Although used by Tedesco (2002) with regard to a political candidate, the scale could also be used with other roles people play, particularly those in which some qualifications are usually viewed as necessary, e.g., spokesperson, manager, salesperson.

The seven-point semantic differential scale is used to measure evaluations of a service provider a person knows about or has interacted with. The scale may make most sense to use with professionals such as dentists as was done by Raghubir and Corfman (1999) in one of their studies.

The scale measures the perceived trustworthiness and expertise of the source of a message. It has been measured using six bi-polar adjectives and a seven-point response format with the exception of Gotlieb and Swan (1990) who used just five items.

Nine, seven-point semantic differentials are used to measure a person's attitude toward a certain political candidate.