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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

privacy

Ten Likert-type items measure how much a person has the tendency to keep secrets about him/herself due to the information being considered embarrassing or distressing.

Containing four, five-point statements, the scale measures a person's hesitancy to reveal something about a particular experience because of the belief it was a private matter.

How much a consumer believes a particular product will be used in situations where other people will see it is measured with three items.  A low score on the scale would imply the product will only be used in private, such as at home.

Using three, five-point Likert-type items, the scale measures a customer’s overall attitude toward the security and privacy facets of a particular retailer’s website.

The clarity with which a person understands what a particular company does with the data it has on its customers is measured with four, seven-point semantic-differentials.

Three, seven-point Likert-type items are used to measure how much a person believes it is okay to give misleading or incomplete personal information to a company and that he/she is likely to do it.

With four, seven-point Likert-type items, the scale measures how much a person has confidence in the reliability with which a company handles the customer data in its possession.

Five, seven-point Likert-type items measure a customer’s attitude regarding his/her susceptibility to being harmed because of the personal information collected by a company.

The extent to which a person believes that he/she was able to control the level of privacy experienced in a particular situation is measured using four, seven-point, Likert-type items.

The extent to which a person believes there are benefits to a particular company having and using his/her personal data is measured with four, seven-point Likert-type items.