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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


Three, seven-point semantic differentials are used to measure the extent to which a person views the situation in which a product is normally used to be either more pleasure-related (hedonic) in nature or more functional (utilitarian).

The degree of fit a person believes there to be between two objects is measured in this scale with three, seven-point semantic-differentials.

The scale is composed of five, five-point Likert-type statements that measure how essential a consumer believes a computer to be in his/her home.

Three, seven-point semantic differentials are used to assess how well two products are viewed as going together, particularly in their usage.

The scale is composed of nine opposing phrases with a six-point response format that attempt to measure the degree of difficulty a person believes he/she would experience in making a particular choice. Since the items are stated hypothetically, the scale is not exactly a measure of post-purchase dissonance. The scale was called value conflict by Burroughs and Rindfleisch (2002) but the items seem to be general enough for use in a variety of situations where the researcher is concerned about how much conflict consumers imagine there would be in making a particular decision.

Five, five-point Likert-type statements are used to assess the degree to which a consumer believes that a computer has changed key aspects of his/her life, particularly in the home.

The scale is composed of three, five-point Likert-type statement assessing a customer's attitude of a store with an emphasis on some visible indicators that it is being managed competently.

The three item scale measures a person's desire to continue receiving service from the current provider with which a relationship has already been established. Patterson and Smith (2003) referred to the scale as both propensity to stay with service providers and behavioral intention to continue with present service provider.

Three, five-point Likert-type items are used to measure a customer's attitude toward a store's employees with an emphasis on some visible indicators that they are efficient and reliabile.

Four, seven-point statements are used to measure the degree of importance a consumer places on going to several stores before making a final decision about where to buy some certain product.