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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

loss

How important it was to a person to avoid potential losses when making a particular financial decision is measured with three questions and a seven-point response format.

The degree to which a person derives pleasure from the suffering that someone or something else has experienced due to his/her actions is measured with seven items.

Three, seven-point semantic differentials are used in this scale to measure a person’s judgement of whether an advertisement emphasized benefits gained by the person taking an action or the losses and costs if the action was not taken. 

Three, eleven point Likert-type items are used to measure the importance a person placed on winning a particular auction he/she was involved in with other bidders.

Three, seven-point items measure a person’s belief that an e-mail message he/she has received is risky in some way.  (The type of risk is not specified in the scale.)

A customer's belief regarding how bad a problem was created by a particular product failure he/she experienced is measured in this scale with four, five-point Likert-type items.

This three item, seven-point scale is intended to measure the degree to which a person who is participating in some sort of a gamble is experiencing stress about not winning.

The scale is composed of four, nine-point Likert-type statements that measure the degree to which a person views the purchase of a particular product in the next year to have unspecified negative consequences associated with it.