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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


How much a person is mindful of and attentive to the time until he/she retires is measured with three questions and a seven-point response format.

How long a person felt a period of time was when waiting for something to happen is measured with three, nine-point semantic-differentials.

A shopper’s belief that the wait time in a store was too long, particularly due to the checkout process, is measured with three, seven-point Likert-type items.

A person's preparation for and eagerness to begin a certain task is measured in this scale with three, nine-point Likert-type items.

Six, seven-point items are used to measure the degree to which a consumer believes that a particular retail store has certain characteristics that are related to quality.

The scale is composed of three, seven-point Likert-type statements and measures an aspect of service quality involving the degree to which a customer thinks the time required for patrons to receive service is acceptable and that the provider cares about it.

This four-item, seven-point Likert-type scale is used to measure the degree to which a person thinks a service company's employees are helpful and responsive to customer needs. As described here, the scale relates to the responsiveness dimension of the SERVQUAL instrument (Parasuraman, Berry, and Zeithaml 1991; Parasuraman, Zeithaml, and Berry 1988) but is not equivalent to it. Each dimension of the SERVQUAL measure is composed of the summated differences between expectation items and perceptual items, not just perceptual items as the scale described here is. Carman (1990) used several variations on the scale, as described subsequently. Taylor (1995) only used perceptual items.

A three-item scale is purported to measure the length of time a person perceives a delay to have lasted. Responses were measured in hours.

Three one-word items are used to measure the extent to which a consumer feels that the wait he or she has experienced in a service encounter has been frustrating.