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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

Attitude Toward the Logo (Clarity)

How clearly a logo can be seen and read is measured in the scale using three, seven-point uni-polar items.  Given that one of the items has to do with readability, it implies that the scale is best used with a logo that is also a word rather than one than is a non-alphabetic mark.

Key Words