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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

The likelihood that a person will engage in several behaviors that indicate loyalty to a sports team is measured using six, seven-point Likert-type items.

Using four, nine-point items, the scale measures a person’s intention to engage in behaviors related to using sunscreen.

With three, seven-point items, this scale measures a consumer’s expressed probability of providing ideas and feedback to a particular business entity in the future.

Five, seven-point items are used to measure how much effort a person put into a particular task as well as how relevant it was.

Five, seven-point items measure how much cognitive effort a person put into reading some information.  

The scale has three, seven-point items that measure a person’s intention to say good things about a resort and encourage friends to go there. It appears the scale is easily adaptable for other places that involve lodging.

The scale uses eight, five-point items to measure a person’s reasons for using the Internet which have to do with boredom, relaxation, and communicating with others.

Using 13 Likert-type items and a 101-point response format, the scale measures the degree to which a person reports having one-way affiliation behavior and desires with a media celebrity. 

The degree to which a person is willing to make sacrifices for the long-term good of society as well as for other causes of personal importance is measured with seven, seven-point Likert-type items.

Five, seven-point Likert-type items were used to measure how much a person notices and values the effort expended by a person or company to produce an object.  To be clear, the scale measures a general attitude about things that are made rather than being specific to a particular producer or product.