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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

Loyalty to the Store

The scale is composed of three, five-point Likert-type statements and attempts to assess the degree to which a consumer has a favorite grocery store and expresses a willingness to go to the effort to shop only there for groceries.