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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


The scale has four, seven-point Likert-type items that measure the level of concern a person has about his/her personal data being gathered by a particular website and then used for unauthorized purposes such as sharing the information with other parties.

A person’s willingness to share three types of personal information (demographic, lifestyle, media usage) with a business is measured with seven-point Likert-type items.

A person’s attitude regarding the help given by a particular company to its customers, especially with respect to determining customers’ needs and having their best interests in mind, are measured with six, seven-point Likert-type items. 

The belief that one’s body can easily digest the foods he/she eats is measured with three, seven-point Likert-type items.

Four, seven-point semantic differentials are used to measure how typical and frequent something seems to be to a person.

The scale has three, seven-point semantic differentials that measure how pleasurable and delicious a certain food or beverage is considered to be.  The scale is general in the sense that it is an overall measure rather than assessing a particular type of taste such as sweet, salty, spicy, etc.

With three, seven-point bi-polar adjectives, the scale measures how much a consumer believes it is common in supermarkets to see both the price and the volume of a product increase or decrease at the same time.

This Likert-type scale uses seven items to measure the degree of joy and pride a consumer derives from owning a particular product.

Three, seven-point unipolar items measure the extent to which a person believes that he/she has been praised and felt gratified. 

The extent to which a person feels that an object is close to one’s self rather than far away is measured using four, seven-point items.