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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

attitudes

Four, five-point items are used in this scale to measure an adolescent’s belief about what his/her parents would say if they did not want him/her to watch television, movies, or video games that contained too much violence.  Specifically, this belief is a characterized by the parents “restricting” the time the child spends with the unacceptable media content and providing rationale in which the perspective of the adolescent is taken seriously.

The scale has four, five-point items that measure what an adolescent thinks his/her parents would do if they did not want him/her to watch television, movies, or video games that contained too much violence.  Specifically, this belief is a characterized by the parents “restricting” the time the child spends with unacceptable media content by using anger and threatening punishment.

The scale uses four, five-point items to measure the degree to which an adolescent thinks his/her parents are inconsistent in their restriction of the time he/she can spend with television, movies, and video games that contained too much violence.

With three, nine-point items, the scale measures how much time and thought a person believes another person put into writing a product review.

The degree to which a person believes a particular website has interactive features which allow him/her to customize information is measured in this Likert scale with three, five-point items.

Using three, five-point Likert-type items, the scale measures the degree to which a customer believes a particular website has low prices on products and shipping.

Three, five-point Likert-type items compose the scale and are used to measure the degree to which a person believes the assortment of products available at a particular website is adequate for what he/she is interested in buying.

Three, seven-point items measure a person’s belief regarding the degree to which the family had enough money to pay for food and housing when he/she was growing up.

Four, nine-point items compose the scale which measures the extent to which a person believes an employee of a company has done something that is either immoral and damaging to his/her company or, at the other extreme, was honest and helpful.

This three item Likert scale with a seven-point response format measures the degree to which a person believes that a particular in-store shopping technology would add value to the shopping experience.  As currently phrased, the items are stated hypothetically because participants will not actually have used the technology when responding to the scale but merely have read about it.  The sentences could be easily changed to measure a shopper’s actual experience with the technology.