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Scale Reviews

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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


This scale has three, seven-point items that measure the degree to which a consumer believes a particular product appears to be fucntional and useful.  (With the proper instructions, this scale can be used to measure which of two products or brands has the highest quality.)

Five Likert-type items measure how much one believes that he/she has appealing romantic options with whom needs could be fulfilled apart from his/her current partner.

How satisfied a customer is with a salesperson, particularly with respect to the producs and service provided, is measured with three, seven-point Likert-type items.

The scale uses three, seven-point Likert-type items to measure how much a person is concerned that bargaining too strongly to reduce the price of product could lower the quality received in some way.  While this scale is most relevant for use with services, it might be used with goods as well.    

Six, five-point Likert-type items measure how much a child likes a particular product and believes it does what it is expected to do.

The scale measures how much the service employees of a company are believed to be competent, polite, and helpful among other characteristics.  Two versions of the scale are described, one that has eight, eleven-point items and another with six, seven-point items.

Three, seven-point Likert-type items are used to measure the degree to which a person believes a group of restaurants are premium quality due to the high quality of the food as well as the prices charged.

Composed of four, seven-point Likert-type items, the scale measures the difficulty a person has in making decisions in life, especially with respect to consumer-related choices, e.g., struggling to decide what gifts to get for friends.

Three, seven-point Likert-type items measure the degree to which a person has high standards when making choices in life and does not settle for anything less than the best.

How much a person considers a relationship he/she has with a particular entity such as a person or company to be characterized by trust and loyalty is measured with four, seven-point semantic differentials.