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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

Three, nine-point items are used to measure a consumer's belief regarding which of two stores has the "fairer" prices with regard to a particular product category they carry in common (though some individual items are different). Although a "fairness" judgment can be more complex than merely comparing perceived price points, in this scale "unfair" means a store's prices are more expensive than another store's.

Four, seven-point statements are used to measure a consumer's perceptions regarding the overall price level of a store relative to its competitors and disregarding the store's willingness to give refunds as part of its price matching guarantee.

Three unipolar items with a seven-point response format are used to measure the degree to which a person describes something as having a quality that indicates a lack of power and authority.

This five-item, seven-point scale is intended to measure the degree to which a person describes another person as having skills and/or expertise on a topic. The person being described in the study by Comer (1984) was sales manager while in the study by Dellande, Gilly, and Graham (2004) the person was a weight loss counselor.

Three, nine-point bi-polar adjectives are used to measure the extent to which a person believes a certain result has been achieved.

A six item, seven point semantic differential scale is used to measure a person's beliefs concerning the time and effort involved in a specified method of placing an order. As described below, the setting used by Dabholkar (1994) was ordering at a fast-food restaurant and two options were compared: touch screen ordering versus verbally placing the order with an employee.

Three, nine-point statements are used to measure the extent to which a consumer believes that the advertised new features of a product provide additional benefits and value to the product.

The scale is composed of seven, five-point Likert-type statements measuring the perceived "costs," mostly non-monetary, of getting a mammogram.

Four, seven-point Likert-type statements are used to measure a person's belief that buying from a certain company is preferable to buying from others. The scale was called cognitive loyalty by Harris and Goode (2004) and was used with respect to online stores but it appears to be amenable for use with a variety of vendors.

A person's belief that his/her repeated experience has shown that buying from a certain company is better than buying from others is measured with four, seven-point Likert-type items. The scale was called conative loyalty by Harris and Goode (2004) and was used with respect to online stores but it appears to be amenable for use with a variety of vendors.