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.
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?