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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

security

Using three, five-point Likert-type items, the scale measures a customer’s overall attitude toward the security and privacy facets of a particular retailer’s website.

The scale has three, five-point items that measure the extent to which a customer feels safe in his/her transactions with a particular online retailer because of the belief that it has implemented adequate safety measures.

The scale uses four, seven-point Likert-type items to measure a person’s concern about privacy when using the internet, with the emphasis on the misuse of information that has been submitted.

Three, seven-point items measure a person’s belief that an e-mail message he/she has received is risky in some way.  (The type of risk is not specified in the scale.)

The importance of saving money, particularly in helping one to feel more financially secure, is measured using five, seven-point Likert-type items.

The scale has five items that are used to measure a consumer's belief that a store is dependable, with an emphasis on the security of personal information and transactions.

The scale has six, seven-point Likert-type items that measure the degree to which a person does not like to receive personalized advertising because of the belief that the companies sending it are improperly using one's personal information.

How much a person values security for self and family is measured in this scale with five, seven-point Likert-type items.

A person's level of concern about providing sensitive information to a website is measured with four, seven-point Likert-type items.

A person's heightened concern about the security of personal and financial information when it is handled by foreign service agents is measured using five statements.