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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

Ad Targeting Based on Within-Website Tracking

The scale uses seven, seven-point Likert-type items to measure a person’s willingness to have advertisements targeted at him/her by a social media platform such as Facebook that are based on information gathered from the person’s behavior at the website.