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Scale Reviews

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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

Deal Retraction

A three-item, seven-point Likert-type measure is used to assess a consumer's tendency to not buy products unless he/she has a coupon for it or the product is on sale.