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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

personal

Three, seven-point Likert-type items measure a person’s belief that companies should invest more time and effort to ensure that the personal information in their files is accurate.

Composed of three, seven-point Likert-type items, the scale measures the belief that companies should not share or sell personal information to other companies unless authorized by the individuals who gave the information about themselves.

The scale has four, seven-point Likert-type items that measure the level of concern a person has about his/her personal data being gathered by a particular website and then used for unauthorized purposes such as sharing the information with other parties.

A person’s willingness to share three types of personal information (demographic, lifestyle, media usage) with a business is measured with seven-point Likert-type items.

The belief that responding to an advertisement would require the disclosure of one's private information is measured with three, seven-point items.

How much a particular product is considered to be private and something that would not be discussed with a stranger is measured with five, seven-point items.

Containing four, five-point statements, the scale measures a person's hesitancy to reveal something about a particular experience because of the belief it was a private matter.

The scale measures how much a person believes that a writer has revealed personal feelings, thoughts, or other information in a tweet, post, article, etc. Two versions of the scale are described, one with four questions and another with just two.

The six, seven-point Likert-type items in this scale are intended to measure a person’s willingness to have personalized advertisements targeted at him/her by a social media platform based on demographic inferences from his/her usage of the website.

Using five, seven-point Likert-type items, the scale measures a person’s willingness to have a social media platform such as Facebook target advertisements at him/her based on information provided by the person in his/her profile.