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Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

reality

The extent to which a person perceives an object to be tangible and realistic-looking is measured with three, uni-polar items.

Three Likert-type items are used to measure a person’s sense of having been in a mediated environment or virtual reality that had characters and/or objects. 

The scale has three, seven-point Likert-type items that measure how much a person believes she/he was able to move a hologram with his/her hands.

The degree to which a person believed that a hologram was moved because of his/her voice-commands is measured with three, seven-point Likert-type items.

How much a person was able to see the visual aspects of a hologram is measured with three, seven-point Likert-type items.

The scale uses four Likert-type items to measure a person’s degree of involvement in a mediated environment that felt intense and enjoyable. 

How much an object is considered to be touchable and concrete is measured with three, seven-point semantic differentials.

Seven, five-point items are used to measure the degree to which a person has a type of cognition in which reality is viewed in terms of polar opposites rather than a continuum.  An eight-item version of the scale is also described.

With three Likert-type items, the scale measures a person’s attitude regarding the naturalness and solidness of a mediated environment that he/she has experienced. 

Five, five-point items measure how much a person felt immersed in a story and distanced from reality.