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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

love

This scale uses six personality characteristics that are stereotypically associated with women to describe a brand.

One's opinion of the level of intimacy shared by two adults is measured in this scale with three, seven-point items.

The level of intimacy being portrayed by a two adults in an ad is measured using three, seven-point items.  An added facet of the measure is the degree to which an item given by one person to the other is symbolic of the strength of their bond.

Seven-point uni-polar items are used in this scale to measure the degree to which a person reports experiencing an emotion composed of distressed and altruistic sorts of feelings.

The scale is composed of six, seven-point Likert-type statements that measure the degree to which a person feels cared for, with an emphasis on the relationship with a named person. Although the scale might be viewed as a measure of the "need" for relatedness, a close reading of the items shows in aggregate that they have more to do with the extent to which a person feels cared for rather than the level of his/her need for the care.

The scale is composed of four statements that are intended for measuring the extent to which a person either feels what other individuals are feeling or at least tries to imagine what they are feeling, particularly when they are suffering in some way.

The degree to which a customer of a business views the relationship "romantically" and reports intense feelings of attraction and desire is measured with three, five-point Likert-type items. Although developed and tested for use with businesses, the items appear to be amenable for use with a variety of organizations, e.g., churches, libraries, museums.

This three item, five-point Likert-type scale is intended to measure the degree to which a customer of a business views the relationship as a bond or connection that produces feelings of happiness and warmth. Although developed and tested for use with businesses, the items appear to be amenable for use with a variety of businesses as well as non-business organizations, e.g., churches, libraries, museums.

Using three, five-point Likert-type items, this scale measures the degree to which a customer identifies with a business and views the relationship as enduring and worth maintaining. Although developed and tested for use with businesses, the items appear to be amenable for use with a variety of organizations, e.g., churches, libraries, museums.

Four, seven-point Likert-type items are used to measure the degree to which a person views him/herself as being loving and caring. This is intended as a trait measure rather than a state measure.