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Scale Reviews

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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

Ease of Using the Shopping Technology

Three, seven-point Likert-type items are used to measure how easy and understandable a person believes a particular in-store shopping technology would be to use.  As currently phrased, the items are stated hypothetically because the respondent has only read about the technology.  The sentences could be easily changed to measure a shopper’s actual experience with the technology.