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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

This semantic differential scale measures the temporary (rather than enduring and/or intrinsic) relevance of an object to a person. Whereas enduring involvement is ongoing and is probably related to a product class, situational involvement is a passing motivation. The scale can be easily customized for measuring involvement with such things a particular ad a person has been exposed to or the amount of involvement in a certain purchase decision.

A person's reasons for using the Internet, with an emphasis on its usefulness in learning information, is measured in this scale with three, seven-point Likert-type statements.

The scale has three, seven-point Likert-type statements and measures a person's reasons for using the Internet with an emphasis on the ease with which it can be used.

The scale is composed of four, seven-point Likert-type statements that measure the degree to which a person uses the Internet because of the enjoyment received from it and its usefulness in having a good time.

The three-item, seven-point scale measures the extent to which a person thinks that Internet stores are easier to shop at and save more time compared to shopping at traditional retail stores. The scale is attempting to tap into a general attitude, not specific to any particular website or store.

This three item scale is intended to measure the extent to which a person imagines that an object connects him/her to another time/place.

The three-item semantic differential scale measures the degree of importance a specified product characteristic has to a consumer in a choice context. Sujan and Bettman (1989) used it for attributes of 35mm SLR cameras while Desai and Keller (2002) applied it to the scent attribute of laundry detergents.

Three statements are used to measure a person's attitude regarding the degree to which something real looks like what it was imagined it would be based upon its depiction in a fictional narrative.

The scale is composed of three statements attempting to assess a consumer's belief of how well a brand can achieve a certain goal. The scale was called goodness-of-fit by Martin and Stewart (2001; Martin, Stewart, and Matta 2005).

The scale is composed of three Likert-type statements that measure the strength with which a person identifies with a certain role they either play or might play.