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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


With three, nine-point items, the scale is intended to measure a person’s opinion about how willing a company would be to listen to a customer’s request and agree to it.  The underlying tone of the sentences, which can be made more explicit by the study’s context, is that the request is unusual or against the rules.

The items composing this scale are used to assess a customer’s evaluation of his/her transactions with a specified business in terms of its perceived value (money, time, and effort).

Using four statements with a seven-point response format, the scale measures the likelihood that a customer would travel on a certain airline again in the future.  Wagner, Hennig-Thurau, and Rudolph (2009) called it loyalty intentions. The scale is phrased hypothetically because participants were responding to a fictional scenario.

The scale uses four, seven-point items to measure the degree to which a customer believes there are benefits to using a particular service because it makes a certain activity easier to accomplish.

The scale has three, five-point Likert-type statements that measure the extent to which a customer believes an airline has policies for satisfactorily addressing problems that arise as part of providing its service.

A customer's probability of using a particular airline in the future is measured with a scale composed of four, ten-point items.

The quality of the meal served during a flight is measured with three, seven-point items.  As administered by Taylor and Claxton (1994), the survey (including this scale) was taken toward the end of the flight.

This five-item, seven-point scale measures several aspects of an airline flight experience so as to provide an overall sense of the perceived quality of the service.

This six-item, seven-point scale is purported to measure the level of quality an airline passenger perceives there to be on the inside of the plane in which he or she flew, with emphasis on the seat area.

This four-item, seven-point scale is used to measure some aspects of quality an airline passenger perceives there to be related to the check-in process.