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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

Internet Usage Riskiness

This seven item, seven-point Likert-type scale measures the degree to which a person views various online activities as potential threats to one's security and/or privacy, particularly when buying products.