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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

language

Three, five-point items are used to measure how much a person attends to radio, T.V., and movies that are just in English, are about the same amount in both languages, or are only in Spanish.

The scale has four, five-point items that measure how much a person primarily socializes with other Latinos rather than non-Latino Americans, about the same amount for both groups, or only socializes with non-Latino Americans.

With five, five-point items, the scale measures the degree to which a person is able to read and speak just English and not Spanish, is able to read and speak both languages equally well, or is only fluent in Spanish..

Seven, seven-point Likert-type items measure the degree to which a person believes his/her language skills were the reason why he/her was treated unjustly by someone else.

The scale has three, seven-point Likert-type items and measures the degree to which a person believes another person is like him/her in terms of communication style, with an emphasis on nonverbal expression.

Using three, six-point Likert-type items, the scale measures a person’s familiarity and proficiency with the language used in a particular advertisement.

The degree of difficulty a person reports having when writing about a particular experience he/she has had is measured using four, nine-point Likert-type items. 

A person's expressed difficulty in understanding service agents who are viewed as having foreign accents is measured using four statements.

The scale uses five statements to measure a person's prejudice against service providers who sound "foreign" and live in other countries.

The scale uses three, seven-point unipolar items to measure the extent to which a person perceives words or sounds to have a cadence and/or rhyming quality.