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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

personality

The belief that one can change his/her personal traits is measured with three, seven-point Likert-type items.

The scale measures the degree to which a person believes that he/she has the motivation and the ability to control and achieve desired outcomes.  The scale is general in the sense that it can be used in a wide variety of contexts.

Five, seven-point Likert-type items compose the scale and measure one’s tendency to make decisions and to buy impulsively with regard to a specific good or service.

A consumer’s general tendency to make purchases without planning and control is measured with six items.

The belief in one’s ability to influence another person or group is measured with eight statements. To be clear, the scale does not explicitly measure one’s use of power but rather the confidence that one has it and can use it.

A person’s feeling of uniqueness and status (though not necessarily superiority) is measured in the scale with three, nine-point items.

The extent to which a person focuses on his/her personal thoughts and feelings is measured with three statements.  Given the way the statements are currently phrased, the scale is more a state than a trait measure.

The scale uses three items to measure the degree to which a person is very sensitive of his/her contextual environment.  Given the way the statements are currently phrased, the scale is more a state vs. trait measure.

Five, seven-point uni-polar items are used in this scale to measure how much a person describes someone or something as being skilled and reliable.

A person's description of his/her level of innovativeness and originality is measured with three, five-point uni-polar items.