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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


The sixteen-item, five-point scale attempts to measure a customer's attitude regarding the quality of a convenience store that offers gasoline as well as food. This scale is performance rather than expectations based. Further, it is not intended to be a measure of satisfaction although it is related to it.

This six-item, seven-point scale is purported to measure the level of quality an airline passenger perceives there to be on the inside of the plane in which he or she flew, with emphasis on the seat area.

Three, seven-point Likert-type statements measure a consumer's attitude toward an activity designed to save energy. As used by Osterhus (1997), the focal activity was a program offered by electrical utility company whereby monetary incentives (credits) were offered to consumers for their willingness to reduce their air conditioner usage during times of peak electrical demand.

Four seven-point Likert-type statements are used to measure the extent to which a consumer is concerned about air pollution, with an emphasis on the role played by electrical power plants.