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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


The seven-point scale is a measure of the relative knowledge a person reports having about cars and their operation compared to the "average" buyer. Srinivasan and Ratchford (1991) and Sambandam and Lord (1995) used a Likert version of the scale whereas Bottomley, Doyle, and Green (2000) used a semantic differential variation.

Ten, seven-point statements are used to assess a consumer's knowledge about and familiarity with automobiles, at least in terms of the information needed to make a purchase decision. The scale was called product experience by Mason et al. (2001).

An eight-item, seven-point Likert-type scale is used to measure the degree to which a person who has just been involved in a service activity thinks that the person providing the service was effective and performed well. The activity studied by Price, Arnould, and Tierney (1995) was a river rafting trip and the river guide was the service provider being evaluated by the customers.