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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

unity

With five, nine-point Likert-type items, the scale measures how much a consumer believes that every unit of a particular branded product performs the same way as the other units of the product and with the same goal.

Using three, nine-point items, the scale measures how well a set of salespeople are believed to be working as a unit and united in their efforts.

The scale uses three, seven-point Likert-type items to measure the degree to which a person believes a collective of entities such as people or companies have unity and coherence rather than just an aggregate of individuals.

How much a person views a collective of individual entities such as people or companies as a social group is measured with three, seven-point Likert-type items.

Four, eight-point items measure the importance a person places on protecting the ecosystem and living in harmony with it.

The degree to which a consumer believes a particular product has components that are tightly coupled (integration) rather than loosely coupled (combination) is measured with four, seven-point items.  More tightly coupled systems need specific components in order to operate properly and offer limited choice of components from different suppliers.  In contrast, loose couplings offer greater freedom to mix components from different suppliers. 

The scale has three, seven-point semantic differentials that are intended to measure the degree to which a person believes that the parts of a particular stimulus fit together well.

Nine, nine-point statements are used to assess the value placed by a person on an understanding of and desire to protect the welfare of all people and nature.