You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now


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 (Resources)

The scale is composed of six, seven-point items that are intended to measure the extent to which a person believes the breadth of services available from an advertising agency is a very important criterion that should be used by a client when making the selection decision.