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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

value

With three, seven-point Likert-type items, the scale measures the degree to which a person believes there is a relationship between self and a particular party (person, group, or company) and that he/she values it.

The degree to which a consumer has a favorable attitude about installing a particular product is measured with three, five-point Likert-type items.  The product as well as the place and timing of installation can be customized for a variety of situations.  However, it should be understood that this is not a measure of purchase intention per se but is an antecedent of it.

A three item, five-point Likert-type scale is used to measure a consumer’s belief that installation of a particular product would help him/her save money on energy-related expenses.

The importance a consumer places on good customer service in a particular product category is measured with three, seven-point Likert-type items.

The scale uses four, seven-point items to measure a consumer’s belief that a particular service-related retail business offers good value based on the resources he/she has expended (time, effort, and money).

Four, seven-point Likert-type items measure the degree to which a product or brand is considered by a consumer to be appropriate and useful to him/herself.

With four, seven-point Likert-type items, the scale measures the degree to which a particular advertisement is believed by a person to be appropriate and useful to him/herself.

The belief that a large amount of a website’s content is created by its users and substantially contributes to its value is measured with three, seven-point Likert-type items.

A person’s opinion of a retailer that focuses on how well the business satisfies customers with low prices and customer service is measured with six, seven-point Likert-type items.

A consumer’s summary attitude about the advertising of all types that he/she has been exposed to with respect to a particular brand is measured with three, seven-point Likert-type items.