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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 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.

The scale measures a person’s willingness to visit a particular community and be involved with it.

Four, seven-point items are used to measure a person’s belief that he/she can successfully cope with unexpected financial situations.

With ten, seven-point items, the scale measures a person’s confidence that he/she can successfully find solutions to most problems that are encountered.

A person’s stated likelihood of traveling to a particular place is measured with four, eleven-point items.

How much a person tries to help others and wants to do things to make them happy is measured with four, seven-point Likert-type items.

The degree to which a person votes for liberal political candidates as well as not believing in absolute right and wrong is measured with four Likert-type items.

How much a person has selected a particular way to buy or use a product in order to save money in the long-run is measured with three Likert-type items.

Using five semantic differentials, the scale measures the degree of aggravation and damage a customer intends to cause for a company.  The scale stem implies that the person is taking punitive action because of something the company has done.

This 12-item scale measures a person’s awareness of alternatives, willingness to adapt, and confidence in his/her ability to behave effectively in a particular situation.