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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 Likert-type scale measures a person’s need for accuracy and the tendency to experience displeasure when mistakes are made.

The items are intended to measure a customer's quality-related perceptions of a service provider after making a purchase and/or receiving the service. Five, seven-point items compose the scale. As currently written, the items are most appropriate for a hotel but might be adjusted for other types of service providers.

It is an eight-item, nine-point Likert-type scale measuring the degree of preference one has towards objects that were more common in the past. This measure has also been referred to as attitude toward the past (ATP) and as the Nostalgia Index.

The eight-item, seven-point Likert-type scale is intended to measure a person's attitude toward an organization with the emphasis on how well it operates within socially acceptable norms. More specifically, the scale taps into two types of legitimacy: pragmatic and social. The former involves actions of the organization that a person perceives as increasing his/her own self-interest. The latter has to do with the consistency of the organization's actions with the welfare of the community and society in which it operates.

The six-item, seven-point scale is used to measure quality-related beliefs a person has regarding an exercise and fitness service (health club).

The scale is composed of six, seven-point Likert-type statements that measure a person's willingness to buy products made in another particular country. Technically, because of the lack of specificity in the measure (time frame, product), this scale may lean more towards being a measure of attitude-toward-the-act than purchase intention. The scale was called willingness to buy by Klein, Ettenson, and Morris (1998).

The nine-item, seven-point Likert-type scale attempts to assess a person's beliefs about the ability of companies (in general) to produce and deliver quality goods and services while also being socially responsible.

The scale is composed of six, seven-point Likert-type statements that measure a person's quality-related opinion of products produced in a certain country.

Four, seven-point Likert-type statements are used to assess a consumer's opinion regarding the extent to which all brands in a specified product category are of similar quality and there are no meaningful differences. The scale was referred to by Batra and Sinha (2000) as degree of quality variation in category.

It is a three-item, five point Likert-type scale measuring the degree to which a person expresses a desire to buy "brand name products." The implication is that the consumer prefers nationally known brands rather than private distributor brands or generic goods.