Validating scale measurement credibility
On a seven point scale, (7 = Strongly Agree, 1 = Strongly Disagree*), to what extent do you agree or disagree with the following [Brand X] is CONTINUITY 1.
In a world where we use brands not only to reduce risk when buying, but also to express ourselves, validate ourselves and manage our image, brand authenticity matters because personal authenticity matters.
Psychometrics is a field of study concerned with the theory and technique of psychological measurement.
As defined by National Council on Measurement in Education (NCME), psychometrics refers to psychological measurement.
Psychological testing has come from two streams of thought: the first, from Darwin, Galton, and Cattell on the measurement of individual differences, and the second, from Herbart, Weber, Fechner, and Wundt and their psychophysical measurements of a similar construct.
The second set of individuals and their research is what has led to the development of experimental psychology, and standardized testing.
This idea, studied previously in animals, led to Galton's interest and study of human beings and how they differ one from another, and more importantly, how to measure those differences.
Critics, including practitioners in the physical sciences and social activists, have argued that such definition and quantification is impossibly difficult, and that such measurements are often misused, such as with psychometric personality tests used in employment procedures: Figures who made significant contributions to psychometrics include Karl Pearson, Henry F. Lord, Ledyard R Tucker, Arthur Jensen, and David Andrich.
Charles Darwin was the inspiration behind Sir Francis Galton who led to the creation of psychometrics.