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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

Internet Usage (Immediate Gratification)

Using four, seven-point Likert-type items, this scale measures the degree to which a consumer shops online rather than in retail stores because of the immediate positive feelings that are experienced.