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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

trust

The level of trust a person has in a third party label on a package and the party sponsoring it that attests to an aspect of the product’s quality is measured using six, seven-point Likert-type items.

The degree to which a person believes that advertising is trustworthy and provides truthful information about products is measured with four, seven-point Likert-type items.  As discussed further below, the items are phrased with respect to advertising in general but they can be easily adapted for use with particular media.

The desirability of a brand and likelihood of shopping for it is measured in this scale with five semantic-differentials.

With three, nine-point Likert-type items, the scale measures how reliable and believable a consumer believes an online store to be.  Given the phrasing of one of the items, the consumer has purchased a particular product from the store.  To make the scale amenable for use with respondents who may not have purchased from the store, the item can be easily edited.

The truthfulness of a salesperson is measured in this scale with four items.

The scale is composed of four, seven-point Likert-type items that measure the extent to which a customer questions the motives of a particular business entity because of the belief that it took advantage of him/her.

The scale has three, five-point uni-polar items and measures how important a person believes realism and believability are in evaluating an advertisement's quality.

The scale is composed of four, seven-point items that measure how credible and authentic a particular advertisement is believed to be.

A person's opinion about the accuracy and truthfulness of the ads for products that are placed within video games is measured with three, five-point Likert-type items.  As currently phrased, the statements are not specific to any particular game but rather, refer to in-game advertising in general.

Three, seven-point Likert-type items are used to measure the degree to which a person doubts the veracity of statements made by another person and suspects that he/she is motivated to make inaccurate claims to achieve an unstated purpose.