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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


Using three, seven-point bi-polar phrases, the scale measures the degree to which a person believes something that occurred was under the control of  a particular company.

This scale uses four, five-point Likert-type items to measure the degree to which a person has the ability to maintain a positive mood and to return to it if a bad mood is experienced.

With three, six-point Likert-type items, this scale is intended to measure a person's beliefs regarding the malleability of traits and attributes related to things in the world (self, others, and the environment).  At one extreme, some believe that the world is uncontrollable and fixed while at the other extreme there are people who view people and things as changeable and adaptive.

The extent to which a person expresses the ability to regulate his/her engagement in an activity is measured using four, seven-point items.

The degree to which a person views fate as a powerful force that influences events and outcomes is measured in this scale using six, ten-point Likert-type items.  Fate has a sense of predestination while luck is more transient.  Despite the distinction, the scale seems to capture aspects of both.

The scale has 27 seven-point Likert-type items that measure the degree to which one believes that heath outcomes are controllable. Internals are those who believe outcomes are based upon their own behavior whereas externals think that outcomes depend more on luck, fate, or other people.

A six-item, seven-point semantic differential summated ratings scale is used to measure the degree to which a person feels independent and in control as an affective reaction to some environmental stimulus.

A three-item, seven-point Likert-type scale is used to measure the degree to which a person would feel in control in a particular setting and be able to influence outcomes.

A six-item, seven-point scale is used to measure the frequency with which a person engages in several activities related to healthy nutrition. The scale was referred to by Moorman and Matulich (1993) as negative diet restriction because the emphasis of these items is on what to limit in one's diet rather than which good foods to consume.

The scale measures the degree to which a person believes that a website enables the user to know where he/she is, go where he/she wants to go, and do what he/she wants to accomplish at the site.