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Testimonial

The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

reality

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.

The Likert scale has eight, five-point items that measure how much a person has had an experience in a virtual environment which allowed interaction with a simulated representation of a product.