The popularity of software agents and multiagent systems has increased, and this is now one of the most active areas in informatics research and development. Agent-oriented software engineering is a new paradigm. But no paradigm would be complete without a means for measuring its quality. This work is the result of an investigation in order to evaluate characteristics of a software agent, measuring its most relevant characteristics. For this, we consider the three most important characteristics of a software agent: its social ability, autonomy and proactivity. Measurable attributes are defined for each feature and then are defined measures to evaluate each attribute, and from these values obtain the value of the characteristics considered are proposed. To validate these measures are applied to a case study.