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 clarity of the memory a person has of some particular object or event is measured with three, seven-point semantic differentials.

Four, seven-point items are used to measure a person's subjective knowledge of platforms used to play video games.  It does not attempt to measure knowledge of games played on the devices.

Six, seven-point items are used to measure how much a person believes him/herself to have knowledge and expertise about a topic compared to other people.  While the scale can be used with regard to a product category, the items are amenable for use with many other objects and subjects as well.

Using eight, six-point, Likert-type scale items, the scale measures a dimension of attachment that has to do with a person's in-depth knowledge of an owned object and desire to spend considerable resources on it.

Four, seven-point Likert-type items are used in the scale to measure the degree to which a person tends to be aware of and to understand his/her emotions.

This scale uses three, seven-point items to measure how a consumer feels about the brands as a group in a particular product category.  In other words, to what extent does a person have a good or bad attitude towards most of the brands in a product class.  Fischer, Völckner, and Sattler (2010) referred to the scale as brand likability

The scale is composed of three, seven-point Likert-type items that measure the certainty a consumer expresses about knowing most if not all of the brands in a particular product category.  There are many scales in the database regarding knowledge of the product class but this one is somewhat distinct in its focus on one's familiarity with the brands themselves.  Fischer, Völckner, and Sattler (2010) referred to the scale as brand clarity.

A consumer's belief in his/her ability to evaluate a set of products and choose the best one is measured in this three item, five-point Likert-type scale.  The scale was called competence by Fuchs, Prandelli, and Schreier (2010).

The degree to which a person is aware and knowledgeable of a brand is measured in this scale with three, semantic differentials.

Three, seven-point items are used to measure the degree to which the person is confident about his/her ability to make predictions about a firm and its products.   The scale was referred to as uncertainty reduction by Adjei, Noble, and Noble (2010).