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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

status

Four, seven-point items are used to measure a person’s belief that an entity (such as a company or person) has responded to his/her idea sharing in such a way that it enriched one’s social value.

A person’s hope that he/she can perform better than others in socially-relevant ways and earn admiration for it is measured with five, seven-point items.

Three, seven-point Likert-type items measure the degree to which a person is viewed as competent and ambitious.

The extent to which a person is described as having high social status and economic resources is measured in this scale with three, seven-point items.

Seven, seven-point items are used in this scale to measure a person’s enduring belief that he/she is superior to others and makes him/herself the center of attention.

With three, seven-point semantic-differentials, this scale measures the extent to which a consumer believes a product to be either a luxury brand (at one end) or a “value” brand (at the other end).

A person’s motivation to increase his/her social status is measured in this scale with four, seven-point Likert-like items.

These four, seven-point Likert-type items measure the degree to which a consumer believes his/her social status can be positively affected by purchasing and using a particular product.

The degree to which a person buys products that he/she believes help develop a sense of refinement and sophistication is assessed with four, seven-point Likert-type items.

Using three questions, this scale measures how much a person believes that at a particular point in time he/she had power over other people.