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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

brand

The extent to which a consumer has an emotional bond and kinship with a particular brand is measured with three, nine-point Likert-type items.

With four, seven-point items, the scale measures how much better the most recent model of a brand is compared to previous models.

The compatibility of a brand and a cause-related organization having some sort of partnership is measured with three, seven-point semantic differentials.

This three item, seven-point Likert-type scale measures the degree to which a customer gets bored always buying the same brands and, because of that, is motivated to shop for different brands.

Four, seven-point Likert-type items measure a person’s stated likelihood of buying a brand due to its sponsorship of something such as event or cause.

With four, nine-point Likert-type items, this scale measures a person’s belief that he/she has a clear idea of what a particular brand is about and where it is headed in terms of the types of products it will offer in the future.

Four, nine-point Likert-type items are used to measure the extent to which a consumer would buy a brand again despite having had a bad experience with it.

The degree of compatibility a person believes he/she has with a “partner” regarding brand preferences is measured with three, seven-point items.

How well two brands are considered to be compatible and a good fit for co-branding a product or event is measured with three questions and a 101-point response scale.

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.