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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

intensity

The scale uses four Likert-type items to measure a person’s degree of involvement in a mediated environment that felt intense and enjoyable. 

Using five semantic differentials, the scale measures the degree of aggravation and damage a customer intends to cause for a company.  The scale stem implies that the person is taking punitive action because of something the company has done.

Four, nine-point uni-polar items measure how much a color or an object’s color is bright and vibrant.

The fierceness of the rivalry between bidders in an auction is measured using three, seven-point Likert-type items.

The degree to which a person believes that a particular health issue is serious and important is measured with three, seven-point Likert-type items.

The scale has four, seven-point semantic differentials that are intended to measure the visual clarity and intensity of a particular advertisement.

Five, nine-point semantic differentials are used to measure how visually well-defined and vivid a stimulus appears to be.

How graphic and intense a stimulus is perceived to be is measured in this scale with four, seven-point semantic differentials.

The scale uses four uni-polar items with a five-point Likert-type response format to measure how devastating and distressing a situation seems to be.

Three, five-point Likert-type items are used to measure the degree of brand competition in the market, with an emphasis on the fierceness of the advertising among a set of brands.