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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

idealism

With five, seven-point Likert-type items, the scale measures the extent to which a consumer’s decision to buy a certain brand was heavily determined by personal values and the motivation to make a political statement.

The three items in this scale are intended to capture the level of hopeful-type feelings a person is experiencing (or experienced during a certain event).

This Likert-type scale measures a person’s need for accuracy and the tendency to experience displeasure when mistakes are made.

Ten, five-point Likert-type items are purported to measure the degree to which a person's moral philosophy is based on an understanding of the inherent propriety of an action, regardless of its consequences. In particular, the items focus on the assumption that desirable results can be obtained if the "right" action is taken.