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.
Quality Variance (Products)
The extent to which a consumer believes that the quality and performance of options within a product category differs a lot is measured with seven, seven-point Likert-type items. A two-item version is discussed as well.
Key Words