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Testimonial

Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

understanding

The scale uses three, seven-point items to measure the level of understanding a person believes he/she has of annuities.

The ease of understanding and using a branded mobile phone application is measured with three, seven-point Likert-type items.

The extent to which a person believes that he/she knows what a company does and can describe them to others is measured with four, seven-point Likert-type items.

The clarity with which a person understands what a particular company does with the data it has on its customers is measured with four, seven-point semantic-differentials.

Three, seven-point semantic differentials are used in this scale to measure a person’s judgement of whether an advertisement emphasized benefits gained by the person taking an action or the losses and costs if the action was not taken. 

Three, seven-point Likert-type items are used to measure how easy and understandable a person believes a particular in-store shopping technology would be to use.  As currently phrased, the items are stated hypothetically because the respondent has only read about the technology.  The sentences could be easily changed to measure a shopper’s actual experience with the technology.

This scale uses ten Likert items to measure the degree to which a person believes that his/her parent(s) provided clear and firm direction for their kids while they were growing up but were reasonable and flexible as well.

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.

Six, seven-point semantic differentials measure the ease with which some particular written information was read and processed.  

The ease with which a consumer can determine the healthiness of a food product from information provided on its package is measured with four, seven-point Likert-type items.