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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

fairness

Seven Likert-type items measure the degree to which a person believes that he/she is treated fairly, in general, and receives what is deserved.

This very simple three-item, seven-point Likert-type scale measures a person’s attitude about the price of a particular good or service with the emphasis on its acceptability.

Four, seven-point, semantic differentials measure how honest and legitimate something is believed to be.

The scale has four, seven-point Likert-type items that measure the degree to which a person believes that a company uses his/her customer information in an ethical manner.

The scale uses four statements to measure a customer’s belief that a particular service provider does not exploit or deceive him/her in their business relationship.

The reasonableness and acceptability of a price is measured with four, seven-point semantic differentials.

With seven items, the scale measures the extent to which a person generally believes that people get what they deserve in life because “the world” is fair.

The scale uses three, seven-point Likert-type items to measure one’s belief that it is fair for visitors to give something to a website in return for access to free content.

The extent to which a person believes that the visitor-related procedures used by a website are fair, particularly with respect to handling information, is measured with four, seven-point Likert-type items.

The scale uses three, seven-point Likert-type items to measure a consumer's belief that a particular marketer wants to make a profit at the expense of customers.