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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


A person’s level of trust in the benevolence, integrity, and competence of someone who has sent him/her a product-related message via e-mail is measured with nine, seven-point items.

Three semantic differentials are used to measure how cooperative and kind a person is.  As used by Fisher and Ma (2014), the judgement is made regarding someone else rather than oneself.

The scale has three, five-point Likert-type items that measure the extent to which a person holds beliefs regarding the social responsiveness of a particular business organization.

A customer's level of trust in a particular salesperson is measured with seven, seven-point Likert-type items. 

Five, seven-point Likert-type items are used in this scale to measure how genuinely a person's believes an organization cares about a charitable cause.  Given the phrasing of one of the items, the scale is most suited to charities than help fund research of some sort.

Six, seven-point semantic differentials are used in this scale to measure how much a person believes a particular organization got involved with a certain charitable cause because of a sincere desire to help others.

The degree to which a buyer believes that a particular seller is likely to care about his/her best interests in the future regardless of the problem is measured with four, seven-point Likert-type items.

This scale uses six personality characteristics that are stereotypically associated with women to describe a brand.

The six, seven-point Likert-type items in this scale are used to measure the degree to which a person has a tendency to trust other people, particularly the ones already known, until/unless there is reason to do otherwise. Grayson, Johnson, and Chen (2008) referred to this measure as generalized trust.

The scale is composed of five, five-point Likert-type items that measure the degree to which a business has the customer's best interest at heart.