You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now

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

responsiveness

A person’s beliefs about the degree to which he/she is prone to changing attitudes or having them changed is measured with sixteen, seven-point Likert-type items. 

This Likert scale measures a person’s admission that he/she was easily influenced by the message in a particular ad and had difficulty resisting it.  A seven- and a four-item version are discussed.  Although the scale was made for use with ads, it can be easily modified for use with other types of presentations such as political speeches, religious sermons, educational lectures, movies, etc.

The degree to which a person describes a person as having traits stereotypically associated with females is measured in this scale with three, five-point unipolar items.

The degree to which a child believes his/her relationship with a parent to be (or have been) encouraging and comforting is measured with four, five-point items.

The scale measures a customer’s evaluation of the rapport-building behaviors of a business’s frontline staff.  Versions with three and four items are provided.

The three item, seven-point scale measures the extent to which a person is in a state of indifference and lacks any particular emotion at that point in time.

Four, seven-point items measure the degree to which a person expects the information he/she is providing in a situation to become public or, at the other extreme, to be kept private.

A person’s belief that his/her statements regarding some issue will remain private rather than made public is measured using four, seven-point Likert-type items.

The extent to which shopping websites are viewed as loading fast and responding quickly to a shopper's actions is measured with three statements.  As currently phrased, the items are not specific to a particular website but rather to online shopping sites in general.

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