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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


The belief that providing personal information to a specific entity such as a website has benefits is measured with three, seven-point Likert-type items.  The specific benefit referred to in the items has to do with product suggestions.  Further, while the sentences are flexible enough for use with entities such as companies or organizations rather than a website, the scale was developed for use with a website.

Three, seven-point items measure the degree to which customers are believed to vary in some way in their attitudes about a product.  Two slightly different versions are described.

Composed of three, seven-point semantic differentials, the scale measures how much a good or service is believed to be produced and consumed simultaneously.  A two-item version is also described.

A person’s attitude regarding the help given by a particular company to its customers, especially with respect to determining customers’ needs and having their best interests in mind, are measured with six, seven-point Likert-type items. 

Composed of four, seven-point Likert-type items, the scale measures how much a person was able to imagine touching and using a product.  The items are phrased with the assumption that participants have already seen or heard about the product.

Containing eight, five-point Likert-type items, the scale measures very basic beliefs and comprehension of what buyers and sellers do.  The scale seems most relevant to use for those living in subsistence marketplaces.  It may also be useful when studying what children understand about the market.

The importance placed by a consumer on buying a product that is packaged to have the largest amount available is measured with four, nine-point items.

The scale measures how important it is to a consumer when selecting a product to buy the one that is packaged with just the amount that is needed.  Four, nine-point items compose the measure.

A consumer’s attitude regarding a particular company’s dedication to continued improvement of a product over time is measured with three, seven-point Likert-type items.

How unique and different a product is considered to be is measured in this scale with three, seven-point Likert-type items.