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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

vacation

The scale has three, seven-point items that measure a person’s intention to say good things about a resort and encourage friends to go there. It appears the scale is easily adaptable for other places that involve lodging.

Four items are used to measure the probability that a person who has seen a vacation spot in an advertisement will engage in certain positive behaviors with respect to it.

The scale is composed of three, nine-point Likert-type statements that measure the degree to which a person agrees that the information communicated in an ad he/she has been exposed to corresponds with an experience the person has in mind.

The scale is composed of four, nine-point Likert-type statements that measure the degree to which a person agrees that the visual elements of an advertisement contain informative details relevant to the consumption of a particular good or service.

The scale is composed of three, nine-point Likert-type statements that measure the extent of a person's plans to engage in activities related to traveling to a specific vacation destination.