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


Three, seven-point statements are employed in this scale to measure a person's expectation that he/she would interact with a particular person. The other person could be someone real that respondents were familiar with or a hypothetical person described to them as part of the study.

Four, seven-point Likert-type items are used to measure the degree to which a person expresses positive beliefs regarding a particular credit card. In particular, Woo, Fock, and Hui (2006) used the scale to measure beliefs regarding the affinity credit card for a university and, thus, referred to it as affinity card beliefs.

Three, seven-point Likert-type items are used to measure a person's attitude toward a business or organization, with an emphasis on the pride felt from being associated with it. The entity examined in the study by Woo, Fock, and Hui (2006) was a major university in Hong Kong.