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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

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Five, seven-point semantic differentials are used to measure how a consumer views the fairness and attractiveness of a particular purchase given what is known about the quality of the product versus the cost to get it.

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