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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 uses four, seven-point items to measure the degree to which a customer believes there are benefits to using a particular service because it makes a certain activity easier to accomplish.

The scale uses seven items to measure a consumer's belief that two particular hotels are similar in various ways. Because the information Biehal and Sheinin (2007) provided to respondents about the hotels was limited, most of the items were phrased hypothetically since the respondents had to speculate about them.

Seven, seven-point items are used to measure the expected likelihood that a certain hotel chain has several particular benefits characteristic of a higher quality establishment.

Five, five-point Likert-type items are used in this scale to measure the degree to which a person expresses interests and motivations that indicate he/she is open and interested when processing information and experiences related to other cultures.

Four Likert-type items are used to measure how easy it is to shop at a certain store in terms of its location, parking, and hours of operation.

Four items are used to measure the probability that a person who has seen a vacation spot in an advertisement will engage in certain positive behaviors with respect to it.

The scale is composed of three, seven-point semantic differentials attempting to capture a consumer's sense of the value of the drive required to get to some specified retail store. The aspect being focused on appears to be whether the unpleasantness of the drive and the effort involved are viewed as worthwhile in order to be able to shop at the store. The measure was referred to by Soman (1998) as perceived aversiveness of the effort.

The scale is composed of three, nine-point Likert-type statements that measure the extent of a person's plans to engage in activities related to traveling to a specific vacation destination.

The scale is composed of three open-ended statements measuring the degree to which a person shops for clothing, shoes, and electronics outside of the town in which he/she resides.

The five-item, five-point scale measures the likelihood that a person might use the web in the future to make reservations and/or purchase a wide range of products such as food, tickets, and clothes.