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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

groups

The desire to fit in with and be part of a particular group of fans is measured with five, seven-point Likert-type items.

Using seven, seven-point Likert-type items, the scale measures the attitude that there is inequality of social groups and some are superior to others.

How much a person reports feeling different from others, even feeling like an outcast at times, is measured with three, seven-point semantic differentials.

The scale uses three, seven-point Likert-type items to measure the degree to which a person believes a collective of entities such as people or companies have unity and coherence rather than just an aggregate of individuals.

How much a person views a collective of individual entities such as people or companies as a social group is measured with three, seven-point Likert-type items.

The extent to which a person expresses beliefs supporting inequality among social groups is measured with sixteen, seven-point items.

How much a person views a particular social group as important and central to his/her self-image is measured in this scale with eight, seven-point items. 

Three, eleven-point items measure the extent to which a person believes that a situation or experience affected him/her in such a way as to feel closer to an individual or a group.

The scale uses five, seven-point Likert-type items to measure a person’s motivation to help groups to which he/she belongs be successful regardless if he/she receives attention for contributing or is liked by group members.

The scale has four, seven-point items that measure a person’s unease and displeasure that a group he/she belongs to is inferior to other such groups and is not performing as well.  The criteria on which the groups are being compared are not explicitly identified in the items and can be specified in the questionnaire.