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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

Retail Patronage (Importance of Special Services)

This scale has three, seven point items that are used to measure the importance a consumer places on choosing to shop at a mall or shopping center because it has stores/services that others do not, such as a movie theater, bank, restaurant, and hair salon. This scale was called enhancements by Ganesh, Reynolds, and Luckett (2007).