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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 scale is composed of three, ten-point statements measuring the degree to which a person wishes a decision he/she made could be changed and how much happiness the change would bring.

Four semantic differentials with a seven-point response format are used to measure a person's emotional reaction being characterized by feelings of worry and anxiety.

The scale is composed of six, true/false statements attempting to assess the extent to which a person is experiencing anxiety regarding what others might think about an action he/she has taken. The behavior examined by Keller, Lipkus, and Rimer (2002) was a person's usage of information bearing on the risk of getting breast cancer.

The scale is composed of twenty, four point statements assessing the extent to which a person makes statements symptomatic of depression in adults. The formal name for the measure is Center for Epidemiology Depression scale (CES-D).

The scale is composed of five, six-point Likert-type statements that are intended to assess the degree to which a person is concerned about answers he/she provided as part of a recently completed task.

The scale is composed of ten, semantic differential phrases measuring a person's reaction to an ad he/she has been exposed to with the emphasis on the negative types of feelings that were experienced.

Six, nine-point semantic differentials are used to measure the self-confidence and independence-related characteristics a person associates with those who smoke. Two versions of the scale were used. One had to do with how a person thinks that smokers are perceived by others (reference group evaluations) and another focusing on how a person thinks that smokers perceive themselves (self evaluations).

Four semantic differentials are used as a measure of a person’s overall perceived risk with regard to an object (product, event, etc.).

The degree to which a person is troubled about use of the web because of privacy concerns as well as "spam" (unwanted solicitations) is measured using three, five-point Likert-type statements.

The scale is composed of seven, five-point Likert-type items that measure the extent to which a person expresses concern about using the web because of security and privacy reasons especially as they relate to financial transactions such as using a credit card and banking.