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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

Firm's Motivation to Help the Environment

A person’s attitude about a particular company’s reasons for producing “environmentally friendly” products is measured with five, seven-point items.  The emphasis in two of the items is on the “environmental friendliness” of some parts of the company’s products, with that phrase meaning that the unspecified components are either good for the environment or, at least, have less of a negative impact than conventional parts.