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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 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.

The leadership ability of an athlete with his/her team as well as his/her relative standing with other athletes in the sport is measured using three, seven-point Likert-type items. 

With three, seven-point Likert-type items, this scale measures the leadership of a particular company's chief executive office, particularly as it pertains to managing the development of innovative products. 

The effectiveness and leadership of a state governor is measured using three, seven-point Likert-type items. 

A consumer's belief in a brand's superiority over competing brands and willingness to pay more for it is measured using four statements.

Three items are used to measure how much a consumer believes that a brand extension will be of better quality than most other brands.  The statements are phrased somewhat hypothetically because, as used by Sichtmann and Diamantopoulos (2013), the extensions were fictitious but the brands themselves were real and familiar.

Using nine, five-point Likert-type items, the scale measures a consumer's tendency to place greater importance on low prices rather than high quality when shopping, particularly with respect to groceries.

How well a person likes a hotel and wants to stay there is measured with three, seven-point items.

Ten, five-point uni-polar items are used to measure how important a person believes technical aspects (lighting, sound, editing) are to judging an ad's quality.