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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 seven item, five-point Likert-type scale assesses the degree to which a person describes his/her style of interaction with a physician as being characterized by a two-way flow of information.

Four, seven-point Likert-type items are used to measure a customer's expressed level of dedication to continuing a relationship with a particular business. A car dealer was examined by Brown et al. (2005) but the statements appear to be general enough to use with a wide variety of companies, retailers, and organizations.

The three item scale measures a person's desire to continue receiving service from the current provider with which a relationship has already been established. Patterson and Smith (2003) referred to the scale as both propensity to stay with service providers and behavioral intention to continue with present service provider.

The scale is composed of three, five-point Likert-type statements that attempt to assess a person's motivation to continue being a customer of a particular business due to feelings of attachment, identification, and loyalty.

The scale is composed of five, seven-point statements measuring the degree of commitment to a company that a consumer expresses having and the likelihood of doing business with it again.

Five, seven-point Likert type statements are used to assess a person's attitude regarding the degree to which an e-retailer has engaged in activities to develop and nurture business with the consumer, particularly by sending relevant information (presumably in e-mail form).

The scale has five, seven-point Likert type statements and measures the extent to which a person believes that an e-retailer provides customers the opportunity to share information with each other that is useful to making a purchase decision.

The scale is composed of three, seven-point Likert-type statements measuring the extent to which a viewer agrees that there is a romantic attraction between two people in an advertisement. To clarify, the scale does not measure whether the viewer feels romantic while watching the ad nor whether the ad as a whole is romantic but just that it appears the two people in the ad are behaving romantically.

The scale is composed of three, seven-point Likert-type statements that are used to measure the degree of satisfaction a client has with its advertising agency based upon the personal relationships with agency personnel.

The three-item, five-point scale measures the extent to which one person believes that another person "knows best" in a certain situation. Due to the phrasing of the items and the context in which it was developed, the focus of the scale is on the perceived trust a client has in a specific service provider. The type of service provider studied by Price and Arnould (1999) was a hairstylist.