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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

Price Prominence

The scale is composed of nine, seven-point Likert-type items measuring the degree to which a consumer believes that the unit price information provided on a grocer's shelf label to which he/she has been exposed was noticeable and stands out from other information on the label. As used by Miyazaki, Sprott, and Manning (2000), respondents were instructed that their answers are relative to shelf labels they are familiar with from grocery stores where they have shopped.