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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

games

How much a person thought about a branded product while dealing with it in a game is measured using three, seven-point Likert-type items.  The scale is most appropriate to use when the branded product is essential to the game rather than being unnecessary.

With four, seven-point Likert-type items, the scale measures how much a person experiences positive affect while dealing with a branded product in a game.  The scale is most appropriate to use when the branded product is essential to the game rather than being unnecessary.

This eight-item scale measures one’s need to perform better than others and the desire to win in interpersonal situations.

The scale has three, seven-point Likert items that measure how much a person expected to feel good if he/she scored many points in a game.

The degree to which a person believes that a game has effectively communicated information about a particular featured product is measured with three, seven-point semantic differentials.   

Using three, seven-point items, the scale measures the extent to which a person believes the rivalry between two teams is intensified because of the game in which they are pitted against each other.  The scale is most suitable for sporting events which have two teams playing against each other or when the researcher’s desire is to focus participants’ attention on two of several teams in a multi-team event such as the Olympics.

The degree to which a person believes an information-related activity or object is enjoyable as well as worthy of exploration is measured with four, seven-point Likert-type items.  The scale may make most sense in a context where the object being assessed is a lesson, demonstration, or presentation.

With three, seven-point Likert-type items, the scale measures a person’s willingness to encourage others to attend the games of a particular sports team.

The scale uses eight, seven-point Likert-type items to measure a fan’s attitude about a particular sports team.  The emphasis is on the team’s high standards and its efforts to please loyal fans.

Using three, five-point Likert-type items, the scale measures the degree to which a person has a positive opinion of product ads placed within video games.  As currently phrased, the statements are not specific to any particular game or facet of the advertising but apply to in-game advertising in general.