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.
Attitude Toward the Company’s Altruism (Positive)
The degree to which a person believes that a particular organization cares about its customers and is helpful is measured with this five-point scale. A two and a four item version are discussed. While the scale was made for use in the hospitality industry, it could be easily used with many other businesses as well. With a minor change in one of the items, the scale could be used with non-businesses as well.
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