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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 Likert-type scale measures the extent to which an owner/user of a brand describes it's relationship with him/her as being dependable and trustworthy. The scale was called partner quality/satisfaction by Breivik and Thorbjørnsen (2008) but since quality and satisfaction are much broader constructs than is captured by these items, a more specific name was given to it here.

Three, seven-point Likert-type items are used to measure a person's beliefs regarding the degree to which those who are in charge of a particular business are sincerely concerned about a customer's welfare.

A person's beliefs regarding the degree to which a particular online business protects customer information is measured using three, seven-point Likert-type items.

This scale is composed of nine-point Likert-type items intended to measure the degree to which a person believes that a brand will continue to deliver what it has promised. The scale was referred to as brand credibility by Erdem, Swait, and Valenzuela (2006).

The scale is composed of four, five-point Likert-type statements that attempt to assess a person's attitude toward a company with an emphasis on the degree to which the company is considered trustworthy.

A person's belief that a particular vendor is dependable and trustworthy is measured in this scale with eight, seven-point Likert-type statements. The scale was used by Harris and Goode (2004) with online stores but it appears to be appropriate for use a variety of vendors that provide both goods and services.

The degree to which a customer expresses confidence in the dependability and quality of a company/brand is measured with six, seven-point Likert-type items . Aaker, Fournier, and Brasel (2004) referred to the scale as partner quality.

Seven-point Likert-type statements are used to measure the degree of trust a person has in a person or organization.

Seven, seven-point Likert-type statements are used in the scale to measure the degree to which a customer can count on a service provider and believes it to be honest. 

Four, seven-point Likert-type statements are used to measure the degree to which respondents are pleased with their respective health plans and are confident that they will adequately provide for their needs in the future.