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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

quality

Two-item, five-point items are used to measure the recalled number of times a company failed to handle a customer's request in the previous two years. Crosby and Stephens (1987) used the scale with policy owners and asked them to respond about insurance companies.

A 44-item, three-point scale is used to measure a consumer's satisfaction with a specific product.

A six-item, five-point Likert-type scale is used to measure a consumer's attitude toward business and products in general.

This five-item, six-point, Likert-type scale measures a consumer's attitude about shopping at local stores. It was referred to as negative attitude toward local shopping by Hawes and Lumpkin (1984) because items were scored such that higher scores implied more negative attitudes.

This is a five-item, three-point scale measuring a consumer's satisfaction with the pricing of a specified product.

This is a three-item, five-point semantic differential scale measuring a person's evaluation of a brand of shampoo.