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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 extent to which a consumer did not see space between packages arranged together such as in an ad or on a display is measured with three, seven-point Likert items.

The extent to which a video and the person in it seem to be moving in slow motion is measured with three, nine-point items.

Using three, nine-point semantic differentials, the scale measures how close together (at one extreme) or separated (at the other extreme) the parts of a logo appear to be.

How vividly a person believes he/she can imagine food products being associated with physical waste is measured with three, seven-point items.  The items make the most sense if the participants have read something about food products that contain ingredients that are safe to be eaten but are otherwise going to be discarded.

Five, seven-point semantic differentials are used to measure how noticeable daily fluctuations are in a particular company’s stock price.

Composed of four, seven-point Likert-type items, the scale measures how much a person was able to imagine touching and using a product.  The items are phrased with the assumption that participants have already seen or heard about the product.

The scale measures the degree to which a person feels he/she is having difficulty thinking and concentrating.  The measure is composed of 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.

This scale uses four, seven-point items to measure how much a person feels that when using his/her smartphone there is a sense of being in a private, safe place.

With five, seven-point bi-polar adjectives, the scale measures the degree of ease or difficulty with which a person is able to mentally process some information.