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Scale Reviews

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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


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.

This semantic differential scale measures a person's attitude regarding a specific salesperson.

The three, seven-point semantic differentials that compose this scale are used to measure the extent to which a person describes a brand as being multi-functional and having greater benefits than the other brands.

The scale measures how strongly a person believes that a particular good or service is able to reveal if a person has a certain life-threatening ailment.  Three, five-point items compose the scale.

The scale measures the extent to which a person views an advertised product as being functional.  The three uni-polar item scale was referred to as functional concept by Aggarwal, Jun, and Huh (2011).

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.

Using three, five-point Likert-type items, this scale measures the quality of a product with the focus on the improvement it makes in one's productivity.  The scale is best suited for a innovation which has benefits of a functional nature as opposed to hedonic or social.

The extent to which a person believes that a particular piece of technology makes it easy to conduct a business activity from home is measured in this scale with four, seven-point Likert-type items.  The implication is that such transactions were previously only possible in person. Collier and Sherrell (2010) used the scale with a self-service technology (SST) but it appears to be amenable for use in a wider context.

A person's attitude regarding the ease with which a service can be used is measured in this scale with three, seven-point Likert-type statements.

A person's overall satisfaction with a relationship he/she has with a certain person, company, or organization is measured in this scale using three, seven-point Likert-type items.  The phrasing of one of the items makes the scale more appropriate for business relationships rather than personal ones.