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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


Six, five point Likert-type items are used to measure the degree to which a customer believes a service provider is trustworthy and caring based on a recent encounter. Hausman (2004) used the scale in the patient-physician context and referred it as Social Aspects of Professional Service.

Three, seven-point Likert-type statements are used to assess the earnestness with which a subject engaged in an experimental task that involved reading an ad and making a purchase decision.

Four, seven-point Likert-type items are used to measure a customer's expressed level of dedication to continuing a relationship with a particular business. A car dealer was examined by Brown et al. (2005) but the statements appear to be general enough to use with a wide variety of companies, retailers, and organizations.

This scale has three, five-point unipolar items that are used to measure the degree to which a person describes a brand as having humanitarian-type qualities.

The scale has three, five-point Likert-type statements intended to assess a person's belief that a company cares about its customers, particularly in some specific aspect of their lives, e.g., health.

The three item, seven point scale measures a person's concern about a particular health risk and motivation to be tested for it. The health risk examined by Menon, Block, and Ramanathan (2002) was hepatitis C.

The scale is composed of three, seven-point Likert-type statements measuring the degree to which a consumer has a positive attitude toward the company that makes a product featured in an ad the consumer has been exposed to. The emphasis is on the company's status with regard to societal obligations, thus, the scale was called corporate citizenship by Dean (1999).

The scale is composed of four, five-point Likert-type items. The measure is intended to capture the extent to which a person reports that the other party in a transaction seemed concerned about a problem that occurred with a service that was provided. The context in which the respondents were given this scale was after being told to remember a recent service experience that led to their lodging a complaint.

The degree to which a person is troubled about use of the web because of privacy concerns as well as "spam" (unwanted solicitations) is measured using three, five-point Likert-type statements.

Four statements and a seven-point response scale are used to assess a person's concern about activities a company is engaged in that are the basis for a boycott it is experiencing.