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Testimonial

As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

attitudes

The utility a consumer derives from using a product is measured with seven Likert-type items.  The utility may be functional, but it may also be other types such as social, hedonic, or emotional.

This Likert-type scale uses seven items to measure the degree of joy and pride a consumer derives from owning a particular product.

Three, seven-point unipolar items measure the extent to which a person believes that he/she has been praised and felt gratified. 

The extent to which a person feels that an object is close to one’s self rather than far away is measured using four, seven-point items.

How much a person believes his/her personal actions can help end a behavior that is viewed negatively is measured with five, seven-point Likert-type items.  The items are amenable for use in a variety of situations where a particular behavior is viewed as inappropriate and the person is not alone in believing it.

Using three, nine-point items, the scale measures how well a set of salespeople are believed to be working as a unit and united in their efforts.

How a person believes his/her capability and confidence compare to other people investing in the stock market is measured with three, seven-point items.

A person’s belief that a company’s stock will increase in value is measured with four, seven-point Likert-type items.

The scale uses four, seven-point Likert-type items to measure a person's general attitude about how "good" an investment is considered to be.

How willing a person is to take risks with his/her financial investment activity is measured with five, five-point items.