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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


A consumer’s attitude toward a set of fashion brands is measured with three, seven-point semantic differential items.

The degree to which a person believes a particular business organization to be favorable and professional is measured with four, seven-point items bi-polar adjectives.

The degree to which a person believes that a particular brand has opposing meanings is measured with six, nine-point items.  While the items might refer to functional or quality aspects of a brand, the scale was created with respect to the identity promoted by a company for a brand.

Five, seven-point Likert items measure how much a person relates to and imagines being part of what is in an image (advertisement, photo in social media) involving a product.

A consumer’s ability to have figured out how to reconcile the apparent inconsistency in a particular brand’s image is measured with three, nine-point items.

Three, seven-point semantic differentials were used to measure how much a person mentally links a certain product with physical waste.

Using five, seven-point Likert-type items, the scale measures how much a person was concerned about making a good impression with another person when communicating his/her recommendation about something. 

How much a person identifies with the information in a particular advertisement is measured with five, seven-point Likert-type items. 

The clarity with which a person has a picture in his/her mind of a particular object or event is measured with three, seven-point items.

The scale uses seven, seven-point items to measure how much a person cares about what others think of him/her and works to have good relationships with others.