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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


The scale measures how much an organization is believed to be selfish and motivated by its own self-interest.  Two versions of the scale are presented and vary in terms of whether one organization is being described or if two organizations are being compared.  Most of the studies used the same eight items.

Four, seven-point Likert-type items measure a person’s attitude about the radical change a particular organization is about to make regarding what it stands for.  As currently phrased and scored, the items indicate the respondent is against the repositioning.  Also, the scale instructions frame the situation as hypothetical but minor changes could make the scale amenable for use with a real event.

Using six, five-point Likert-type items, the scale measures a person’s belief that an organization to which he/she belongs is competent and caring about its members.

This is a scale composed of three bipolar adjectives in a seven-point response format and measuring the degree to which a consumer perceives a store to be organized neatly so that merchandise can be found easily. The scale was referred to by Dickson and MacLachlan (1990) as store environment.

The scale has uses four, five-point statements to measures a person's overall satisfaction with an organization or business and would suggest it to others.

Three items are used to measure the degree to which a person views an organization as presenting a clear, understandable image of itself and what can be expected of it.

Eight items with a nine-point response format are used to measure the degree to which a person views a company as being associated with, if not part of, his/her personal identity.

Four, five-point items are used to measure a person's attitude toward working for a particular company and the likelihood of seeking employment with it in the future.

The scale is composed of four, five-point Likert-type items that measure the degree to which a person believes in following the law and practicing business with high integrity.