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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


Five, five-point Likert-type items are used to measure the degree of importance a consumer places on mass media advertising when shopping for a specified product.

This is a four-item, five-point that measures the importance a person places on independent, expert information sources.

A three-item, five-point Likert-type scale is used to measure the degree to which a teenager describes the media as having a major influence on what he/she buys.

The five item, seven-point Likert-type scale is intended to measure the value of various sources of information that could have been used when a recent decision was made. Since the items are summated, the relevance of any one source is not as important as what the items as a whole have in common.

The three item, seven-point Likert-type scale seems to measure a person's interest in a vehicle which carries advertising. It does not measure interest in any specific ad nor in the medium itself, such as interest in watching TV, but focuses on a particular TV program or content of a magazine to which the respondent has been exposed.

The scale is composed of four, five-point items that are intended to measure the extent to which a person believes the job performance of advertising agency account planners is judged by the awards and media attention received for the advertising. There were two versions of the scale, one to measure the way planners are currently being evaluated and another to measure the way they should be evaluated.

The scale is composed of four, seven-point semantic differentials measuring a consumer's general attitude toward the advertising within a specified medium. The media studied by Elliot and Speck (1998) were television, radio, magazines, newspapers, Yellow Pages, and direct mail.

The scale is composed of six, seven-point items that are intended to measure the extent to which a person believes the breadth of services available from an advertising agency is a very important criterion that should be used by a client when making the selection decision.

The scale measures the degree to which a person recalls getting information relevant to some specified purchase from seven information sources. Personal and nonpersonal sources are represented, as are commercial and noncommercial. The purchase studied by Moorthy, Ratchford, and Talukdar (1997) was that of a new car.

Three, seven-point items are used to measure the degree to which a consumer reads articles in newspapers and or magazines that evaluate grocery products.