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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

values

Four, nine-point items measure how positive a person feels about a brand and how well it represents the ideal values one has for his/her country.

With seven items, the scale measures the extent to which a person generally believes that people get what they deserve in life because “the world” is fair.

The scale uses six, seven-point Likert-type items to measure a person’s general belief that having money is necessary in order to have a happy life and this "need" is not just true of the respondent; all people need money.

With five, seven-point Likert-type items, the scale measures the extent to which a consumer’s decision to buy a certain brand was heavily determined by personal values and the motivation to make a political statement.

The scale has three, seven-point items that measure the extent to which a person believes at a particular point in time that social equality is important.

Three, seven-point Likert-type items measure a person’s belief that his/her fate is not fixed but, instead, can be changed.

A person's desire for the expression of his/her opinion about a certain brand to help someone learn the values of society is measured using four, seven-point Likert-type items.

The degree to which a person is motivated to live up to his/her standards in support of some issue or value is measured with three, seven-point questions.  The scale is adaptable for use with reference to a variety of issues.

The degree to which a person believes that online gambling is socially acceptable according to dominant norms and values is measured with twelve, seven-point Likert-type items.

The importance a person places in his/her value system on social goals such as equality and cooperation is measured with four items.