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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

superiority

The scale is composed of eight, seven-point semantic differentials used to measure a person's attitude regarding the quality of a particular product.

Ten, nine-point semantic differentials are used to measure how a person evaluates a camera. It appears that this scale is similar to many typical brand attitude measures except that several of the items here are specific to cameras rather than being broad enough to apply to other product categories.

Eight, seven-point Likert-type statements are used to evaluate the degree to which a person views him- or herself as a leader and desires to have influence over others.