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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

knowledge

A three-item, seven-point Likert-type scale is used to measure a consumer's familiarity with and interest in a specified food product category. Cole and Balasubramanian (1993) studied breakfast cereal.

The seven-item, seven-point scale assesses a person's understanding of cars, with particular emphasis on having familiarity with the purchase process.

A three-item, seven-point Likert-type scale is used to measure the degree to which a person would feel in control in a particular setting and be able to influence outcomes.

A three-item, seven-point scale is used to assess the ease of using a computer to perform some task that a person reports experiencing.

A three-item, eleven-point scale is used to provide an idea about the certainty with which a consumer perceives he/she has been able to accurately reflect his/her evaluation of a brand.

This three-item, seven-point scale is intended to measure the certainty with which a consumer perceives he/she has been able to reflect his/her evaluation of a soft drink accurately.

This four-item, seven-point scale is used to measure the degree to which people say they are confident in their ability to understand and use specified nutritional information on food packaging.

The scale measures the degree to which a person believes that a website enables the user to know where he/she is, go where he/she wants to go, and do what he/she wants to accomplish at the site.

Five, seven-point Likert-type statements are used to measure the confidence a consumer expresses in knowing how to properly use an object. The objects examined by Meuter et al. (2005) were two kinds of self-service technologies. In the context of co-production, the scale has been viewed as a measure of role clarity (Meuter et al. 2005; Dong, Evans, and Zou 2008).

The scale has three, seven-point semantic-differentials that measure the degree to which a person describes an experience as being common and occurring frequently or as atypical and rarely happening. Although used by Hess, Ganesan, and Klein (2007) with regard to a service failure, the items themselves are general enough to apply to a wide variety of events one might experience.