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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

quality

The scale has six items that measure the likelihood that a person will engage in behaviors indicating he/she will purchase services again from a particular business and will recommend it to others as well.

With four, seven-point Likert-type items, the scale measures the degree to which a person believes a particular product looks good and is durable.

Four semantic differentials are used to measure the degree to which a person believes that if he/she hired a particular person for a stated job, the outcome would be good.

With three, seven-point items, the scale measures how certain a person is that a particular real estate agent will provide him/her with good service in finding a place to live.

The extent to which a consumer believes that the quality and performance of options within a product category differs a lot is measured with seven, seven-point Likert-type items.  A two-item version is discussed as well.

How much a person pays attention to and looks for quality with respect to a category of objects (e.g., products) is measured with three, seven-point items.

How much a consumer has positive beliefs about the multiple products that share the same particular brand name is measured with four, seven-point Likert-type items.

The scale has four, seven-point Likert-type items that measure how much a person believes a particular object has a fine texture and feels plush.

How reliable and dependable a consumer believes a product (good or service) to be is measured with three, seven-point items.

With four, seven-point items, the scale measures how much better the most recent model of a brand is compared to previous models.