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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

perception

Five, seven-point semantic differentials are used to measure how noticeable daily fluctuations are in a particular company’s stock price.

Composed of four, seven-point Likert-type items, the scale measures how much a person was able to imagine touching and using a product.  The items are phrased with the assumption that participants have already seen or heard about the product.

The scale measures the degree to which a person feels he/she is having difficulty thinking and concentrating.  The measure is composed of five, seven-point Likert-type items.

The clarity with which a person has a picture in his/her mind of a particular object or event is measured with three, seven-point items.

This scale uses four, seven-point items to measure how much a person feels that when using his/her smartphone there is a sense of being in a private, safe place.

With five, seven-point bi-polar adjectives, the scale measures the degree of ease or difficulty with which a person is able to mentally process some information.

The extent to which a person perceives an object to be tangible and realistic-looking is measured with three, uni-polar items.

The extent to which a person feels that an object is close to one’s self rather than far away is measured using four, seven-point items.

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.