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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


A 44-item, three-point scale is used to measure a consumer's satisfaction with a specific product.

Four Likert-type items are used to measure the degree to which a person expresses satisfaction with air travel in general. The scale was referred to as convenience by Bruning, Kovacic, and Oberdick (1985).

This is a three-item, seven-point Likert-type scale measuring the degree to which a consumer describes a transaction with a dealer as being fair. The type of dealer studied by Oliver and Swan (1989) was for cars.

Two-item, five-point items are used to measure the recalled number of times a company failed to handle a customer's request in the previous two years. Crosby and Stephens (1987) used the scale with policy owners and asked them to respond about insurance companies.

A seven-item, Likert-type scale is used in measuring a person's perception of the responsiveness of business to consumer complaints.

This three-item, five-point Likert-type scale measures a person's general level of satisfaction with his/ her life.

The four item, nine-point scale measures a consumer's attitude toward a specific brand. The scale was used in the study by Duncan and Nelson (1985) with respect to a product advertised as a "men's home permanent" (p. 35).

Twelve Likert-type items are used to measure a consumer's level of satisfaction with a car that has recently been purchased.