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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 degree to which a person believes that a particular ad is consistent with the type of ads usually run by a certain company is measured using three, five-point items.

Three, seven-point semantic differentials are used to assess how well two products are viewed as going together, particularly in their usage.

The degree of similarity a consumer believes there to be between two brands based on image and features is measured using five, nine-point statements.

The scale is composed of three statements attempting to assess a consumer's perception of the similarity of two products based on when/how they are used, such as a well-known core brand and a proposed extension.

The scale measures a person's opinion of the similarity or match between a certain company and a proposed product to be marketed by that company. The scale seems to be amenable for use in a variety of situations in which the fit between the product and the marketer (manufacturer, retailer, or other channel member) is of interest.

The scale has seven, seven-point Likert-type statements that are used to measure the degree of fit a person perceives there to be between a certain company's current products and a potential new product.

The scale is composed of six statements attempting to assess a consumer's attitude toward a brand and the category of products it represents.

The four item scale measures the extent to which a customer believes that there are alternative providers of a service, they are all about the same, and there is no point in switching.

The scale is composed of four, seven-point statements used to measure the extent to which a viewer considers a commercial message to which he/she has been exposed to be like other commercial messages.

Four bi-polar adjectives are used to measure the degree to which a person perceives a stimulus to have a quality characteristic of a broader class of stimuli rather than one particular stimulus. Aggarwal and Law (2005) used the scale as a manipulation check to make sure two scenarios were similar in their levels of abstraction.