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.
quality
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.
