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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


With three, seven-point items, the scale measures how much a person believes another particular person uses makeup in order to cover up parts of her appearance.

The scale uses three, seven-point items, to measure the degree to which a person believes another particular person uses makeup in beauty work as a form of self-expression.

The scale uses three, seven-point Likert-type items to measure the extent to which a customer wants to express his/her frustration and feelings about a particular company.

The extent to which a person is routinely seeking better alternatives in many aspects of life is measured with six, seven-point Likert-type items.

Four, seven-point items measure a person’s motivation to deal with a problematic situation by mentally restructuring the issue and taking action to make the situation better.

A person’s stated plan to engage in behaviors that are commonly suggested for helping to protect one’s self from contracting the COVID virus is measured with three, seven-point Likert-type items.  The items can be used with respect many types of contagious respiratory illnesses.

The extent to which a person is obsessively thinking about a particular food that has been eaten is measured with four, nine-point Likert-type items.

With six items, the scale measures the belief in one's capacity to initiate and sustain actions as well as to generate pathways in order to reach goals.

How much a person has recommended a particular real estate agent to others is measured with five, five-point items.

How much effort is expected by a person in order to refer a friend to a particular entity (opportunity, service, organization) is measured with three, seven-point unipolar items.