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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

intention

A person’s willingness and expressed likelihood of donating to a particular charity or cause is measured with three, seven-point semantic-differential items.

Three, seven-point Likert-type items measure a person’s interest in joining a specific group.  Although the items could be used with respect to a wide variety of groups or organizations, the phrasing of the items seems to be most appropriate for those in which the primary goal is learning rather than just socializing. 

A person’s stated plan to engage in behaviors that are commonly suggested for helping to protect one’s self from contracting the COVID virus is measured with three, seven-point Likert-type items.  The items can be used with respect many types of contagious respiratory illnesses.

A person’s expressed probability of traveling to a particular foreign country as a tourist is measured with three, seven-point items.

A person’s expected enjoyment of a store as well as his/her willingness to shop there and recommend it to friends is measured with three, seven-point Likert-type items.  The sentences are hypothetical because the store was only described for purposes of the study with words and images.

With three, seven-point questions, the scale measures a person’s stated likelihood of going to a particular retailer, website, or other destination in the next three days.

The three, seven-point Likert-type items in this scale measure the degree to which a person who has visited a place (unidentified in the items) is willing to visit it again if the same level of service is provided.  The scale appears to be amenable for use with hotels, restaurants, resorts, and a wide variety of other places people visit that provide some degree of service and which can affect one’s intention of returning to in the future.

The scale has three, seven-point Likert-type items that measure how likely it is that a person will recommend a place and talk about it positively.  The sentences are phrased generally enough that they can refer to a wide variety of “places,” e.g., a restaurant, a museum, a church.

A customer’s openness to contacting and interacting with a salesperson in the future whom he/she has interacted with in the past is measured with three, seven-point Likert-type items. 

How much a person indicates an inclination to engage in three particular behaviors with respect to a website is measured with a seven-point Likert-type format.