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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

Transaction Utility

Four, seven-point semantic differentials are used to measure the degree to which a product is viewed as being priced substantially higher than what was expected. The product examined by Urbany and colleagues (1997) was an apartment.