You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now


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


The scale is supposed to assess the extent to which a person consults a variety of sources before making purchase decisions. Moschis (1978, 1981) referred to this as information seeking. Given the nature of one of the information sources (one or both of my parents), the scale is intended for children who are probably still living at home.

Seven, seven-point Likert-type items are used to measure the amount of money, time, and/ or effort a consumer perceives that a car dealer invested in a transaction.

This seven-item, seven-point Likert-type scale is used to measure the degree to which a person reports being loyal to what he or she has been using rather than trying something new and/or different. To be clear, it is the tendency be loyal within product categories that is being measured. Raju (1980) referred to the scale as repetitive behavior proneness.

This is a three-item, six-point, Likert-type scale that measures the degree to which a consumer's sense of energy conservation has influenced his/her lifestyle.

A four-item, Likert-type scale is used to measure a person's willingness to follow a physician's advice.

This is a two-item, six-point Likert-type scale that measures the strength of one's motivation to stay at home rather than go out. The scale was referred to as limited activity by Rahtz, Sirgy, and Meadow (1989).

A three-item, five-point Likert-type scale is used to measure the degree to which a parent reports discussing the content of advertising with his/her child.