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Scale Reviews

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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


Four, ten-point questions measure how likely one is to seek information and support for a particular heath problem.

How much a person believes that a particular object seems to have humanlike qualities and intentions is measured with nine, seven-point items.

Using three, seven-point items, the scale measures how much a consumer expresses more willingness and likelihood of buying one particular product rather than another specific product.

The scale uses five items to measure the likelihood that a person will engage in behaviors related to supporting a particular athletic team. 

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.