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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 ten, seven-point items, the scale measures a person’s confidence that he/she can successfully find solutions to most problems that are encountered.

The adequacy of help and emotional support one receives from others is measured in this seven-point Likert-type scale.

A person's motivation to talk to other people about a negative experience in an effort to improve the way he/she feels is measured using four, seven-point Likert-type items.

This scale has three statements that are used to measure the extent to which a consumer takes responsibility for changing something about his/her search activity in the future in order to improve the likelihood of successfully finding a certain product. The scale was called active coping by Reynolds, Folse, and Jones (2006).

Seven statements are used to measure the degree that a person indicates experiencing negative physiological and emotional symptoms, most likely as a reaction to stress.

Twelve Likert-type statements are used to assess the extent to which a person expresses emotional instability with symptoms such as wide mood swings, irritability, and nervousness. Burroughs (Burroughs 2005; Burroughs and Rindfleisch 2002) used a yes/no response format.

The scale is composed of six, seven-point items intended to measure a person's motivation to deal with a stressful situation by a release of feelings and trying to understand them.

A person's motivation to react to a stressful situation by mentally separately oneself from the event in an effort to reduce the negative effects is measured using three, seven-point items.

Five items with a seven-point response format are used to measure a person's intention to deal with a stressful situation by making a deliberate effort to think before taking action and not to respond emotionally.

The scale has three, seven-point items that are intended to measure a person's motivation to deal with a stressful situation by seeking advice from others about the kind of action that should be taken.