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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
University of Texas at Austin

Ease of Use

The scale has three, seven-point Likert-type statements that measure the degree to which a consumer believes that a good or service is free from effort when being used. Meuter et al. (2005) referred to this scale as complexity because they were studying the five key characteristics thought to influence adoption of innovations (Rogers 2003).