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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

task

A person's preparation for and eagerness to begin a certain task is measured in this scale with three, nine-point Likert-type items.

The problem a consumer has distinguishing between brands in a product category and choosing one of them is measured in this scale using three, seven-point Likert-type items.

The complexity of a certain task is measured in this scale with three, seven-point bi-polar adjectives.  The task that was evaluated in the study by Sprott, Czellar, and Spangenberg (2009) was a survey (how complicated it was to answer).

Three items are used in this scale to measure how well a person judges his/her performance to have been of a recently completed task.

The extent to which a person expresses the ability to regulate his/her engagement in an activity is measured using four, seven-point items.

The basis on which a person thinks a decision was made is measured in this five-item, seven-point scale. Essentially, the scale attempts to measure the relative roles played by affect and cognition in a particular decision a person has made.

This four-item, seven-point, Likert-type scale is used to measure the degree of care used by a respondent when completing a questionnaire so as to provide answers that accurately reflect his/her feelings and opinions.

Four, seven-point semantic differentials are used to measure the level of involvement a subject reports with regard to an experimental exercise that he/she has just engaged in. The exercise studied by Swinyard (1993) was a retail shopping experience.

The five-item, seven-point scale assesses a research subject's interest in and concern about the task he/she performed as part of a study.

The four-item, seven-point ratings scale is used to measure the degree of involvement a person reports having with a particular decision-making activity.