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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

usage

Three, five-point items are used to measure how much a person attends to radio, T.V., and movies that are just in English, are about the same amount in both languages, or are only in Spanish.

With five, five-point items, the scale measures the degree to which a person is able to read and speak just English and not Spanish, is able to read and speak both languages equally well, or is only fluent in Spanish..

This Likert-type scale measures how much a consumer believes that two products that have been promoted together are associated because they are used together by consumers.

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.

How much a person indicates an inclination to engage in three particular behaviors with respect to a website is measured with a seven-point Likert-type format.

The scale uses five, seven-point Likert-type items to measure the degree to which a consumer thinks about a particular subscription in terms of using it and benefiting from it generally over time.  (This contrasts with thinking about it in terms of distinct times it would be used.)

Five, seven-point Likert-type items are used to measure how much a consumer thinks about a particular subscription in terms of the distinct times in which the product is used and the benefits received.  (This scale is distinct from measuring a person's thinking generally about using a product over time.)

With six, seven-point items, the scale measures the likelihood that a person will download and use a mobile financial app in various ways.

How much a parent engages in active co-use of the Internet with his/her child in order to guide behavior is measured using six, seven-point Likert-type items.

Three, seven-point Likert-type items measure a consumer’s belief that he/she has the power to handle and use an object as desired.