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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

interest

How much effort a participant put into a study and how interesting he/she considered it to be is measured with four, seven-point items.

How much a person believes that the story behind the creation of a particular object is witty and likeable is measured with three, seven-point items. 

The degree to which a consumer not only believes that an object or experience is a good topic of conversation but also desires to talk to others about it is measured with five, seven-point Likert-type items.

How much a person attentively watched a television program and considered it to be fascinating is measured in the scale with three, seven-point Likert-type items.

How much a person enjoyed a particular activity is measured with five, seven-point uni-polar items.

The scale uses three, seven-point items to measure the degree to which a person believes a particular task in which he/she has participated was fun and interesting.

With three, seven-point Likert-type items, the scale measures not only the degree to which a person considers a particular advertisement to be interesting but that he/she was involved in it.

The interest and fun a customer expresses with respect to assembling products is measured using four, seven-point Likert-type items.

The scale uses four, seven-point Likert-type items to measure a person’s belief that he/she has greater experience with, interest in, and usage of the internet than most people.

A person’s expressed interest in the message content of an ad and the attention he/she paid to it is measured with three, seven-point Likert-type items.