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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 scale is composed of five, five-point Likert-type statements meant to assess a person's general interest in a particular product category.

The scale is composed of Likert-type statements measuring the strength of a person's interest in some specified product class. The scale was apparently used twice by Beatty and Talpade (1994): once for the sample (teens) to evaluate relative contributions in a decision regarding a durable product for teenager use and another time related to a durable product for family use. A three-item version of the scale was used by Flynn, Goldsmith, and Eastman (1996). Another variation on the scale was used by Kopalle and Lehmann (2001).

The scale is composed of three, seven-point items that measure how important a particular brand is to a person.

The scale is composed of four, seven-point Likert type statements measuring a person's interest in some specific event and its importance to him/her. The events examined by Speed and Thompson (2000) were related to sports.

Various seven-point bipolar adjectives are purported to measure a person's opinion about advertising as a social institution as opposed to the methods used by advertisers. The distinction is that even if a person had been exposed to a lot of specific ads that were viewed negatively, he or she might still believe that advertising as a form of communication was valuable.

The scale is purported to measure the perceived quality and legitimacy of the claims made in an advertisement. Although each of the uses cited here used a slightly different version of the scale, all had at least two items in common.

Three, seven-point Likert-type items measure the degree of interest a consumer expresses having in a specified product category.

Three, five-point Likert-type items that appear to measure the value a person places on being a homemaker. The scale measures not only whether the respondent views herself/himself as a homemaker but also the importance of that role in general.

Three, seven point semantic differentials measure how important one person believes he/she is to another. Because Howard, Gengler, and Jain (1995) administered this scale after subjects had received a compliment-like manipulation (name remembering), the scale was viewed as capturing a flattery-type construct. However, in another context, the scale might be used to measure what a person thinks another person's attitude is toward him or her, with an emphasis more on general affect rather than something specific such as flattery.

A three-item, seven-point semantic differential scale is used in measuring the importance of a specified product characteristic to a consumer. Sujan and Bettman (1989) used it for attributes of cameras.