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Testimonial

Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

behavioral

A person’s preference for when to get up in the morning and when to go to bed at night is measured with thirteen questions.  The construct is also known as circadian preference and morningness.

How much a person wants something rewarding as soon as possible is measured in this scale with ten, seven-point Likert-type items.

Eight, five-point Likert-type items are used to measure how much a person has a one-sided “relationship” with a vlogger (video blogger) and thinks of that media personality as a friend.

How much a person prefers not to make decisions related to a certain domain is measured with three, seven-point Likert-type items. 

With five items, the scale measures a person’s sensitivity to the threat of illness and the transmission of disease with respect to a variety of specific objects and situations. 

Four, seven-point items are used to measure the motivation a person has to be free to make his/her own choices and not be controlled.

Six, seven-point Likert-type items measure a person’s resistance to norms and influence from others.

The degree to which a person states that he/she is likely to consume alcohol in the next year is measured with three, five-point items.

This scale uses five, seven-point items to measure a person’s belief in his/her ability to operate manual and automatic transmission automobiles.  (Two items refer to driving a manual transmission vehicle while the other three items are relevant for either type.)

Nine, four-point items are used to measure how much a person engages in self-examination and introspection.