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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

Product Concept Complexity

Three, nine-point Likert-type items are used to measure how difficult it was for a person to develop a concept of a particular product that was described with aspects of two other products or brands, e.g., a parent name and a sub-brand name. The scale was called difficulty of concept formation by Jo (2007).