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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

attitudes

With three, seven-point Likert-type items, the scale measures how much a shopper believes that a store’s layout and arrangement of shelves make it difficult to find desired products.

How much a person believes that a particular business is committed to environmentally friendly practices is measured in this scale with four, seven-point items.

How new and surprising a product development process is believed to be is measured using four, seven-point items.  The statements composing the scale are flexible enough to be used when comparing two products or when assessing just one product, but the response formats would need to be different.

How much a person believes that, in general, companies should be engaged in philanthropic activities and that such behavior is beneficial to them is measured with four, seven-point semantic differentials.

Five, seven-point uni-polar items are used to measure the kindness and effort a person believes were sincerely exhibited by a company with its contribution to a charitable event.  

Three items are used to measure how much a person has a positive attitude toward a set of products and believes, as a whole, they are better than expected.  As implied by one of the items, the person will choose one product from the set.

The scale measures the degree to which a person liked a particular experience he/she had.  Versions with two and four items are described.

How much a person liked a particular experience and thought it was fun is measured in this scale with four, nine-point items.

The degree to which a person believes that resources devoted to social issues by a company come at the expense of performance and product quality is measured using five, seven-point Likert-type items.

The scale is composed of three, seven-point Likert-type items that measure a person’s belief that a particular company’s level of “social responsibility” depends upon the positive effect the activities have on product sales.