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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

interaction

With four Likert-type items, the scale measures how much a consumer considers multiple touchpoints as sharing a common brand theme.

Three, seven-point Likert-type items measure how much a person describes him/herself as talkative and gregarious.

Eight, five-point Likert-type items are used to measure how much a person has a one-sided “relationship” with a vlogger (video blogger) and thinks of that media personality as a friend.

Three semantic differentials are used to measure whether a customer has more of a communal relationship or an exchange relationship with a business or employee.  In the scale, a communal relationship is informal and like a family whereas an exchange relationship is formal and purely transactional.

With three items, this scale measures a consumer’s belief that a brand expresses interest in being part of one’s life.

This three-item scale measures the belief that a brand is attempting to build a sense of closeness between itself and the consumer (the respondent).

The Likert scale has eight, five-point items that measure how much a person has had an experience in a virtual environment which allowed interaction with a simulated representation of a product.

The degree to which a person believes a particular website has interactive features which allow him/her to customize information is measured in this Likert scale with three, five-point items.

The extent to which a person would actively avoid interacting with others if he/she were in a certain physical environment is measured with three, seven-point items. 

Using 13 Likert-type items and a 101-point response format, the scale measures the degree to which a person reports having one-way affiliation behavior and desires with a media celebrity.