Marketing and crosscultural researchers use a number of different types of rating scales or scale formats in measuring attitudes or components of attitudes. Included in this 'arsenal' of approaches ...

This article presents the results of an exploratory study comparing interval-valued scales (IVSs) and semantic differential scales (SDSs).

Roobina Ohanian, Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness, Journal of Advertising, Vol. 19, No. 3 (1990), pp.

ABSTRACT This paper presents results of a three-phase research project aimed at understanding how future automotive interior materials should be selected or designed to satisfy the needs of the ...