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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

personality

A person's tendency to learn about and adopt innovations (new products) within a specific domain of interest is measured with six, five-point Likert-type items.  The scale is intended to be distinct from a generalized personality trait at one extreme and a highly specific, single product purchase at the other extreme.

With eight, six-point Likert-type items, the scale measures how much at a particular moment in time one’s motivation is to be around people and situations in which he/she has high certainty of what to expect.

This three item, seven-point Likert-type scale measures the degree to which a customer gets bored always buying the same brands and, because of that, is motivated to shop for different brands.

How much a person is sociable and talkative is measured with six, seven-point Likert-type items.

The scale uses three, seven-point items to measure a person’s preference for normality and routine in his/her life rather than change.

Nine, four-point items are used to measure how much a person engages in self-examination and introspection.

With four, seven-point items, the scale measures one’s motivation to increase his/her knowledge and the willingness to change how the “world” is understood.

Six, seven-point Likert-type items measure a person’s ability to sustain effort despite hardships and setbacks.

With six, seven-point Likert-type items the scale measures a person’s ability to recover from stressful events that are experienced.

How much one wants to be in control of his/her life, most particularly his/her job, is measured with three, seven-point Likert-type items.