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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


Three, seven-point Likert-type items are used to measure a person's attitude about an organization's adherence to unwritten rules of social conduct with the emphasis on how well it supports families and their values.

The scale is composed of twelve Likert-type items and is purported to measure one's world view as it pertains to the environment and man's relationship to it. Response to most of the items appears to hinge on whether humans should adapt to the environment or rather that it is appropriate to use the environment as mankind desires. The scale was referred to as the New Environmental Paradigm by its creators (Dunlap and Van Liere 1978) because this view was seen as contrasting with the more dominant paradigm of the time that was not particularly pro-environment.

Sixteen, five-point Likert-type statements are used to measure a person's attitude about a wide range of ecological issues with an emphasis on conservation and pollution. The developers of the scale referred to it as Environmental Concern (Weigel and Weigel 1978).

The scale is composed of four statements intended to measure a person´s general attitude about how people in society should feel and act towards those in need. It is not specific to any particular charity or type of needy persons. Further, the scale does not directly assess what the respondent is actually doing to help but rather what he or she thinks people in general should do.

The scale is composed of nine, seven-point Likert-type items measuring a person's attitude toward male homosexuality, with the emphasis on the morality of that lifestyle.

Ten, seven-point Likert-type statements are used to evaluate the degree to which a person values ambition and social status as appropriate life goals.

Eleven, seven-point Likert-type items are purported to measure the degree to which a person expresses beliefs consistent with a conservative political position and exhibits loyalty to the country. The scale might be described as measuring something more akin to psuedopatriotism, in that several of the items indicate a blind loyalty rather than a love of country based on critical understanding (Levison 1950, p. 107).

This is a five-item, seven-point Likert-type scale used to indicate the degree to which a person is oriented toward having money and spending it. Brand and Greenberg (1994) referred to the measure as consumer-oriented attitude, and it appears to be particularly suited for student respondents.

Seven, seven-point Likert-type items are used to measure the importance a class of products has for a person's values and ego. The category studied by Neese and Taylor (1994) was luxury sedans.

Eleven brief scenarios are displayed with three response alternatives. The directions and scenarios ask the respondent to imagine being in various situations in which they must choose between participating in a socially awkward or unacceptable activity and refusing to participate. Most of the scenarios have something to do with taking drugs.