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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

self

The seven, seven-point items in this scale are intended to measure a person’s self-consciousness regarding the way he/she looks and the desire to look good to others.  

The scale has three, nine-point Likert-type items that measure a person’s belief that others are thankful for him/her.  The reason for the gratitude is unstated.

Using three, seven-point items, the scale measures the extent to which a person has a sense of responsibility for helping a group of which he/she is a member perform an activity or achieve a goal.  

Three, seven-point Likert-type items are used to measure the degree to which a consumer feels a certain product enables him/her to express self, with an emphasis on the freedom in choosing it.

Eight, nine-point Likert-type items are used in the scale to measure a person’s feeling of standing out from the crowd and being the center of attention.

With five, seven-point Likert-type items the scale measures the degree to which a person believes that expressing one's opinion to someone else about a brand provides insight into who one is and what is valued.

The extent to which a person focuses on his/her personal thoughts and feelings is measured with three statements.  Given the way the statements are currently phrased, the scale is more a state than a trait measure.

Seven, five-point items are used to measure a personality trait having to do with the amount of attention given to one's health and to monitoring any changes.

This three item, seven-point Likert-type scale measures the degree to which a person believes that expressing his/her opinion to another person about a certain brand will create a good impression of him/herself.

With three, seven-point Likert-type items, the scale measures the degree to which a customer takes responsibility for the need to return a product that has been purchased.