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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

behavioral

A person’s expressed likelihood of giving money to a particular charity is measured using three, seven-point items.  Donating money is explicitly mentioned in the items but contributing other material or non-material resources are not mentioned.

A person's tendency to learn about and adopt innovations (new products) within a specific domain of interest is measured with six, five-point Likert-type items.  The scale is intended to be distinct from a generalized personality trait at one extreme and a highly specific, single product purchase at the other extreme.

Five, seven-point items are used to measure how much a business organization is believed to help others with their welfare as the goal rather than for the benefits the company can receive in return.

With ten, seven-point items, the scale measures how much a person is absorbed in an activity because it is the optimal challenge for his/her skill.

With seven, seven-point Likert-type items, the scale measures the degree of care a person devotes to managing his/her money and long-term financial goals.

The six, seven-point items in this scale measure a person’s expressed likelihood of engaging in behaviors related to saving money in the near future.  Four of the items are rather general but two are specific about ways to get more information to help save money.

A consumer’s stated probability of buying a particular product on a shopping trip in the next month is measured with three, seven-point items.  What makes this scale different from other measures of purchase likelihood is that this one refers to a specific time period and assumes the shopper has read some information on the package.

The scale has three, nine-point items that measure a person’s stated likelihood of sharing good information about a brand to others he/she knows.

The scale is composed of four, seven-point questions that measure the level of motivation a person has towards accomplishing a particular goal in a programmed plan of effort.

Four, seven-point items are used to measure the likelihood that a consumer will regularly wear sunscreen in the future as well as recommend that others do so too.