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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


This five-item, seven-point scale measures several aspects of an airline flight experience so as to provide an overall sense of the perceived quality of the service.

The quality of the meal served during a flight is measured with three, seven-point items.  As administered by Taylor and Claxton (1994), the survey (including this scale) was taken toward the end of the flight.

This twenty-four-item, six-point scale measures the degree to which a consumer perceives that salespeople engage in behaviors aimed at increasing long-term customer satisfaction rather than have low concern for customer's needs. The scale could be viewed as a measure of consumers' attitudes toward salespeople in general, but the emphasis is certainly on whether salespeople are focused most on making sales or on satisfying customer needs.

Twelve, seven-point Likert-type items are used to measure a customer's view of the interaction that occurred between him/her and an employee of a service provider as it pertains to the degree to which the employee was viewed as being polite and helpful. In the study by Winsted (1997), respondents were asked to think of a recent encounter with a waiter or waitress in a restaurant.

Twenty-four items in six subscales use a nine-point response format to measure the degree to which a consumer perceives that a particular salesperson engaged in behaviors that reflected sincere concern for the customer´s needs rather than just trying to make a sale.

Three, seven-point Likert-type items are used to measure a customer's global satisfaction with the shopping experience at a particular store.

A six-item, seven-point Likert-type scale is used to measure the degree to which a person who has just been involved in an activity, such as a river rafting trip, thinks that it was a good experience and worth the price.

Four, seven-point semantic differentials are used to measure a person's level of satisfaction with some person, place, or thing.

Four, seven-point items are used to measure the degree to which a patient expresses satisfaction with his or her recent stay in a hospital. The scale is intended to be an overall measure of satisfaction rather than a measure of any particular aspect of a hospital.

Three, seven-point Likert-type statements and one seven-point bi-polar adjective are purported to measure the degree to which a consumer is pleased overall with the services performed by some specified company with which he or she apparently had experience.