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Scale Reviews

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Testimonial

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

Riskiness of the Purchase

The scale uses six, seven-point items to measure the probability that a consumer perceives the purchase of a specified product to be associated with a mixture of six types of losses.