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Scale Reviews

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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

News

 Want to know what is going on at Marketing Scales?  Read below about the newest books that have been published and other news of interest. 

Volume 11 Scales are in the Database!

All of the reviews of the scales that will be in Volume 11 of the Marketing Scales Handbook have been added to the online database. There are 400 of them and that has brought the total number of scales in the database to well over 4500. This is a good time to search for the scales you might need for upcoming studies because the database is much larger now than it was just a month ago. Also, it is best to do your shopping now before the price change occurs. About the time the new book is released, the charge for buying scale reviews a la carte will increase.

New Measures of Mobile-App Attitudes

Apps for our smart phones have become quite important in contemporary life.  We want them to be easy to use as well as helpful to us in the functions they perform.  Research by marketing scientists has been going on for several years to better understand what consumers think about apps.  The primary tool used by these scientists when studying consumers' thoughts and emotions is the multi-item measurement scale.  Among the things that have been measured with these scales are the following: Branded App Usability (Personalization), Branded App Usability (User-Friendliness), Mobile Financial App Error, and Security of the Credit Card App.  Brief descriptions of the measures are featured now on the front page.  The full descriptions are available for purchase as are over 4,500 other multi-item scales used by consumer researchers over the last four decades.    

Newest Pet-Peeve Blog

For many years I have been speaking out about what concerns me as I review scales reported in top journals that publish consumer research.  I call these concerns of mine "pet-peeves" and they are posted the Office of Scale Research site.  The newest pet-peeve has to do with discriminant validity.  Despite its recognized importance, it is the exception rather than the rule for pertinent evidence of a scale's discriminant validity to be provided in empirical articles involving consumers. What is going on?