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Scale Reviews

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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

perception

The scale measures the extent to which a visual pattern, such as in a print advertisement, is interpreted as indicating motion, particularly forward movement.  Four, seven-point semantic differential phrases compose the scale.

Three Likert-type items are used to measure a person’s sense of having been in a mediated environment or virtual reality that had characters and/or objects. 

The scale uses three, seven-point Likert-type items to measure how much a person visually imagined shopping in a store as well as picturing possible sets of associated products that could be used together.

How much a person was able to see the visual aspects of a hologram is measured with three, seven-point Likert-type items.

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

The degree to which a person focused his/her attention on something specific (stated in the items) is measured with three questions and a ten-point response scale.

With three Likert-type items, the scale measures a person’s attitude regarding the naturalness and solidness of a mediated environment that he/she has experienced. 

Six, nine-point Likert-type items are used to measure the degree to which a person is easily able to imagine how furniture would look in a dwelling (house or apartment).

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

Five, five-point items measure how much a person felt immersed in a story and distanced from reality.