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.
awareness
Three items measure a customer’s opinion about his/her level of knowledge of a product category before learning more about the products when entering a store that has them.
Three items are used to measure the degree to which a person receives information from someone else that is beyond what the person was already aware of. The items in the scale are rather general but may make the most sense when an important decision is about to be made by a person (the participant) and a conversation with someone with greater knowledge or expertise on the topic provides information that changes the participant's attitude.
How familiar a consumer is with a brand based on hearing about it, buying it, and/or using it is measured with four, seven-point semantic-differentials.
The scale has three, seven-point items that measure a person’s tendency to notice and attend to his/her emotions and changing moods.
With three, seven-point Likert-type items, the scale measures the degree to which a person believes that a particular advertisement has been aimed at him/her due to some behavior or characteristic inferred by the advertiser.
Using four, seven-point Likert-type items, the scale measures to what degree a participant in a research project believes that her/she knows what is being studied, with an emphasis on awareness of the hypotheses being tested.
A person’s belief that his/her statements regarding some issue will remain private rather than made public is measured using four, seven-point Likert-type items.
The degree of familiarity with something such as an object or topic is measured with three, seven-point bi-polar adjectives. The items themselves are extremely flexible for use in a variety of contexts and it is up to the instructions provided with them to specify whose knowledge about what is being assessed.
Four, seven-point Likert-type items compose the scale and measure the level of positive conversation a person is aware of regarding a particular brand. Although one item refers to media coverage, the emphasis in two of the items is specifically about what friends are saying.
The extent to which a person focuses on his/her personal thoughts and feelings is measured with three statements. Given the way the statements are currently phrased, the scale is more a state than a trait measure.
