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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

The belief that one cannot determine the quality and other attributes of a particular product until after it has been purchased and used is measured with three, seven-point Likert-type items.

Three, seven-point Likert-type items compose the scale and measure one’s belief that he/she can judge the quality and other attributes of a particular product before buying it.

Four, seven-point items are used to measure a person’s attitude about the usefulness of the third-party label on a package that attests to some aspect of the product’s quality.

With three, seven-point Likert-type items, the scale measures a consumer’s general belief that brand name products in a certain product category are essentially the same as those brands owned by the store.  (How they are viewed as “the same” is not stated in the items.)

The level of trust a person has in a third party label on a package and the party sponsoring it that attests to an aspect of the product’s quality is measured using six, seven-point Likert-type items.

A person’s attitude about a particular third-party that sponsors certification seals that attest to environmentally-related product attributes is measured using five, seven-point semantic differentials.

A person's belief that a company is competent at making products that will perform as expected is measured with five, seven-point Likert-type items.

The degree to which a customer likes a store brand and believes its quality to be high is measured in this scale using three items. 

The desirability of a brand and likelihood of shopping for it is measured in this scale with five semantic-differentials.

Three statements are used to measure how much a consumer believes that a set of products sharing a brand name are of high quality.