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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


Seven, nine-point items are used in the scale to measure a person's beliefs regarding a pair of hiking boots.  The emphasis is on how well the boots are thought to perform on the listed characteristics.

The extent to which a person believes a particular brand extension is consistent in its aesthetics and production quality with the parent brand is measured with three, seven-point Likert-type statements.  The scale can be used with an extension already on the market or one in development.

Using three statements, the scale measures a consumer's belief that the look and feel of shopping-related websites affect the sense of their quality.  As currently phrased, the items are not specific to a particular website but rather to shopping sites in general.

A customer's general evaluation of a retail store is measured in this scale with four, seven-point semantic differentials.

A product's effectiveness is measured using four, seven-point semantic differentials with an emphasis on the concentration level of the product.  Given the phrasing of the items, the scale is probably limited in its use to products that are in liquid form.

A consumer's tendency to buy well-known brand name products (national brands) rather than those owned by distributors (store brands) is measured with three, seven-point Likert-type items. 

Using three, seven-point items, the scale measures the degree to which a consumer believes a brand is consistently good. 

A seven-item, seven-point Likert-type scale is used to measure the concern a consumer has for paying low prices contingent on some product quality expectations.

Using six, seven-point Likert-type items, the scale measures how well a person believes a particular website provides a set of services.

The scale uses five, seven-point Likert-type items to measure the degree to which a person expresses positive beliefs about the functional aspects of a company's self-service technology (SST), particularly its responsiveness, reliability, and ease of use.