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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

behavioral

This is a two-item, six-point Likert-type scale that measures the degree of concern one expresses about his or her financial condition.

Four, five-point Likert-type items are used to measure store-related attitudes with an emphasis on the stated tendency to limit shopping to a few stores with which the respondent is familiar.

A four-item, seven-point Likert-like scale is used to measure the degree of interest a consumer expresses in buying a product. The scale was used to study both calculators and typewriters. Due to its hypothetical phrasing, it is viewed here as more a measure of attitude toward the act of purchasing than purchase intention.

This three-item, six-point, Likert-type scale measures a person's stated tendency to try new brands. These items as a set have been called new brand tryer in several studies.

This 12-item, seven-point Likert-type scale is used to measure the degree to which a person reads ads, shops around, and gathers information apparently out of curiosity.

This is an eight-item, five-point Likert-type scale measuring the number of times a customer indicates having been contacted by his/her agent in the previous two years. Crosby and Stephens (1987) used the scale with policy owners and asked them to respond with regard to their insurance agents.