You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now

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

Agency Selection Criteria (Account Team)

Four, seven-point phrases are used to measure the extent to which a person believes the quality of key account-related personnel are important when choosing an advertising agency. As written, the scale does not measure a person's attitude toward a specific agency but rather the role this criterion should play in general when making a selection among agencies.