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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

uncertainty

The four, seven-point items in the scale measure how much a person anticipates before making a product choice that he/she will feel personally responsible and unhappy if a poor option is selected.  More specifically, the items are phrased such that the focus is on making the choice based on how the options vary on one critical product attribute. 

The scale has four, seven-point Likert-type items that measure the degree to which a person is unsure about how a company’s stock will perform.

How much one’s uncertainty about something is determined to some degree by randomness is measured with three, five-point Likert-type items.  The scale is amenable for use with a wide variety of issues.

Three, five-point Likert-type items are used in this scale to measure the degree to which a person believes that something in the future which is currently uncertain can be more accurately predicted with enough information.  The scale is amenable for use with a wide variety of issues.

With four, seven-point items, the scale measures how much a person believes that he/she will feel unhappy and powerless if there is a failure to experience what was expected with regard to a product choice decision.  The items are phrased such that the focus is on making the choice based on how the options vary on one critical product attribute.   

With three, seven-point items, the scale measures how difficult a person believes it would be for him/her to make a particular choice.

The clarity with which a person understands what a particular company does with the data it has on its customers is measured with four, seven-point semantic-differentials.

Using three, seven-point items, this scale measures how much a person feels uncertain about a choice he/she has made.

The scale uses three, seven-point Likert-type items to measure a person’s belief that everyone could experience a house fire and, if it occurs, smoke detectors can reduce the damage.

The six item, seven-point scale measures the degree to which a person experiences feelings of anticipation such as excitement (at one extreme) or apprehension (at the other extreme) with regard to an upcoming event or activity.