Get the Marketing Scales Handbooks!

Scale Reviews

Find reliable measures for use in your research. Search Now

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

Purpose

Our aim is to assist those researchers who are looking for precise and reliable measures for studying the thoughts and feelings of a group of people.  The primary feature of the site is the scales library, the world's largest database of consumer insight measures.  But, these are not just any run-of-the-mill survey questions; they are the best metrics available since they come from research that has been vetted and then published in the top scholarly journals that publish consumer insight research.  Because the results of studies using these measures have been published, it is possible to judge the quality of the measures and report it in the reviews that compose the books and database available here.  Our hope is that researchers will find it easier than in the past to build on the work of the experts and adopt their reliable measures rather than spending time themselves developing scales from scratch, or worse, using simplistic survey questions of dubious quality.

The ever-growing repository here has over 3,800 scale reviews.  The measures are the type in which a score is calculated from responses to multiple items (e.g., survey questions).  This type of scale is much more precise than a 1-item measure when studying psychological constructs such as attitudes, motives, intentions, emotions, values, lifestyles, and personality traits. The extra precision of these scales increases the accuracy of measurement and, thereby, should improve the quality of decisions based upon their results. 

Although the primary focus of the studies that are reviewed here is the “consumer,” that should be interpreted very broadly.  Hundreds of scales in the database are amenable for use when studying segments of people such as viewers, patients, students, clients, voters, and group members. Further, many of these measures are useful when studying people in organizational contexts such as managers, sales people, staff, as well as other employees and professionals

(more . . .)

This Week's New Scale Reviews*

Loyalty to the Brand (Conative)

With three, seven-point Likert-type items, the scale measures the extent to which a consumer... read more »

Loyalty to the Store

The scale has three, seven-point Likert-type items that measure the degree to which a person... read more »

Patronage Likelihood (Restaurant)

The scale is composed of four, seven-point items that measure a consumer’s likelihood of... read more »

Repatronage Intention

Three, seven-point Likert-type items are used to measure a customer’s intention to... read more »

* These are brief descriptions of the newest scales that have been added to the database.  When purchased, the full reviews not only contain the scale items but discuss the quality of the measure, who used it, & other information.