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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

Country of Origin Image (People)

A person's attitude toward the people of another country in which a product has been produced is measured using a ten-point scale. The final version of the scale used in the analysis of German products had five items whereas the version used for Korean products had six. This scale was referred to as General Country Attribute (the people facet) by Parameswaran and Pisharodi (1994).