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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

intention

A person’s expressed likelihood of giving money to a particular charity is measured using three, seven-point items.  Donating money is explicitly mentioned in the items but contributing other material or non-material resources are not mentioned.

Four, nine-point Likert-type items are used to measure the extent to which a consumer would buy a brand again despite having had a bad experience with it.

The six, seven-point items in this scale measure a person’s expressed likelihood of engaging in behaviors related to saving money in the near future.  Four of the items are rather general but two are specific about ways to get more information to help save money.

A consumer’s stated probability of buying a particular product on a shopping trip in the next month is measured with three, seven-point items.  What makes this scale different from other measures of purchase likelihood is that this one refers to a specific time period and assumes the shopper has read some information on the package.

The scale has three, nine-point items that measure a person’s stated likelihood of sharing good information about a brand to others he/she knows.

Four, seven-point items are used to measure the likelihood that a consumer will regularly wear sunscreen in the future as well as recommend that others do so too.

Three, seven-point items are used to measure the likelihood a consumer will avoid buying products that contain a specific chemical and, instead, will purchase a particular brand that does not have the chemical.

Leaving an area within a store or the store itself without buying the product of interest is measured with six, seven-point semantic differentials.  Two versions of the scale are described. Temporary abandonment has to do with the shopper's intention to return later in the shopping trip to make the purchase while Permanent Abandonment means the shopper does not plan to return to buy the product.

The extent to which a guest at a particular hotel plans to engage in behaviors that conserve resources, especially electricity, is measured with five, nine-point Likert-type items.

The extent to which a consumer expresses an inclination to purchase a particular product is measured in this scale with three, nine-point semantic differentials.