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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

Using six, seven-point Likert-type items, the scale measures how well a person believes a particular website provides a set of services.

The scale uses five, seven-point Likert-type items to measure the degree to which a person expresses positive beliefs about the functional aspects of a company's self-service technology (SST), particularly its responsiveness, reliability, and ease of use.

With four, seven-point Likert-type items, the scale measures the degree to which a person thinks a company's self-service technology (SST) is interesting and feels good about using it.

The degree to which a customer believes a company's self-service technology (SST) is personalized based on its understanding of his/her individual preferences and needs is measured with three, seven-point Likert-type items.

The degree of perceived consistency among the product reviews a person has read is measured using three, nine-point Likert-type items.  The scale was referred to as WOM consensus by Khare, Labrecque, and Asare (2011).

Four, five-point Likert-type items are used to measure the degree to which a person believes the website of an online community has positive characteristics related to the quality-assurance of the message board and the ease of accessing it.  Hung, Li, and Tse (2011) called the scale web features.

Six, nine-point Likert-type items measure a person's confidence that a product that he/has has recently designed (but does not have in physical form) will be good and enjoyable.

Three, seven-point Likert-type items are used in this scale to measure the degree to which a person believes that a certain website is up and running all of the time without technical problems.

This scale uses five, unipolar items to measure the importance a consumer places on safety- and mildness-type attributes for products in a certain category.

Five, unipolar items compose this scale which is intended to measure how important it is to a consumer for products in a certain category to perform well on attributes related to their ability to do what they are supposed to do.