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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

investments

With three, seven-point Likert-type items the scale measures how much a consumer feels that he/she has devoted money, emotion, and other psychological resources to an object.

The extent to which a person believes he/she has what it takes to make wise financial decisions, especially with respect to investments, is measured with five, seven-point Likert-type items. 

The scale has four, seven-point Likert-type items that measure the degree to which a person is unsure about how a company’s stock will perform.

The extent to which a person believes that he/she knows what a company does and can describe them to others is measured with four, seven-point Likert-type items.

The level of risk-related concern a consumer has about purchasing a particular object is measured with three, seven-point Likert-type items.  While the scale was made for use with a product, it appears it could be used with other objects that may not be considered “products” per se such as a house, a company’s stocks, or a rare piece of art.

Four, seven-point items compose the scale and are used to measure how successful a company is expected to be in the future.

Using five, five-point Likert-type items, the scale measures the extent to which a consumer believes he/she has spent a lot of time and effort on a relationship with a current provider.

A person's knowledge of various typical consumer financial products is measured by asking ten questions.  It is considered an objective measure rather than a subjective one because each question has a correct answer rather than being a person's opinion of his/her knowledge level.

Three, seven-point items are used to measure one's self-expressed level of understanding of a particular investment, especially how it functions in saving money, and one's comfort in choosing to invest in it.

A person's self-expressed level of understanding a particular object (topic, product, company, et cetera) is measured in the scale with three, seven-point items.