You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now


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

Attitude Toward the Ad (Usefulness)

A person's attitude about the utility of information provided in an advertisement for a certain product is measured in this scale with five, seven-point Likert-type items.