You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now

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

legitimate

Four, seven-point, semantic differentials measure how honest and legitimate something is believed to be.

With four items, the scale measures the degree to which a product is believed to be genuine and original in some unstated way.  

Four, seven-point Likert-type items measure to what degree a person believes that a social standard of a particular group of people makes sense and is of benefit to them.  The norm is not stated in the items themselves and must be provided to participants some way.

Nine-point Likert-type items are used to measure a consumer’s belief that there is evidence that a particular product is genuinely a particular brand rather than a fake or confusingly similar one.  A two- and a four-item version are provided.

A consumer’s belief that a particular product contains the legitimate and genuine character of a particular brand is measured with three, nine-point Likert-type items. The scale could also be referred to as measuring “contagion” or “transferred essence.”