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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 scale uses six, seven-point items to measure a consumer's opinion of a product's effectiveness, with particular regard for how it compares to similar products in treating a certain problem.

The four, seven-point Likert-type items are used to measure a customer's level of doubt regarding the negative consequences for him/her due to the reduction in workforce being conducted by a business with which the customer has a relationship.

The degree to which a person believes that a brand has been made by a trustworthy company, is high quality, and is better than the competition is measured with three, five-point Likert-type items.

This scale uses four, seven-point Likert-type items to measure the extent to which a consumer believes so-called "green products" are of high-quality and better than those that are not considered to be "green."

Three, seven-point Likert-type items compose the scale and measure the functional utility of a particular brand in a particular product category.

Seven, nine-point items are used in the scale to measure a person's beliefs regarding a pair of hiking boots.  The emphasis is on how well the boots are thought to perform on the listed characteristics.

The extent to which a person believes a particular brand extension is consistent in its aesthetics and production quality with the parent brand is measured with three, seven-point Likert-type statements.  The scale can be used with an extension already on the market or one in development.

Using three statements, the scale measures a consumer's belief that the look and feel of shopping-related websites affect the sense of their quality.  As currently phrased, the items are not specific to a particular website but rather to shopping sites in general.

A customer's general evaluation of a retail store is measured in this scale with four, seven-point semantic differentials.

A product's effectiveness is measured using four, seven-point semantic differentials with an emphasis on the concentration level of the product.  Given the phrasing of the items, the scale is probably limited in its use to products that are in liquid form.