You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now


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


 Want to know what is going on at Marketing Scales?  Read below about the newest books that have been published and other news of interest. 

New Measures of Product-related Attitudes

As I have said several times here, and it’s worth saying again, marketing scholars appear to have studied consumers’ product-related attitudes and behaviors more than just about anything else.  Based on the work I have been doing for 30 years, that statement is certainly true when it comes to scholars figuring out how to measure product-related attitudes and behaviors.  In the last couple of years some particularly interesting and relevant product-related issues have been studied and, in the process, the researchers created very precise scales to measure constructs, test relationships, and build models.  The scales featured here now address the following questions: how likely are consumers to avoid a certain product because of a chemical in it; is a particular product embarrassing to be seen buying or is it “anonymous;” and, which products seem more human-like than others?  The new measures have been added to the database here and join the thousands of other measures used by world-class scholars in their studies of consumer behavior.    

Marketing Scales Pet-Peeve #33

When scholars say they used a multi-item scale in their study, do they always describe the measure by providing its items, stating what construct the scale is supposed to measure, and defining the construct? Unfortunately, not.  See Scale-Related Pet-Peeve #33 at

The Scales Database Reaches Another Milestone!

There are now over 4,200 scale reviews available in the database here at the site!  This growth is due to the work on new scales that began to be reviewed in the Spring following the publication of Volume 10.  Although it will be 2 years or more before the next volume is published, the new scales will be regularly added to the database.  At this point, the new reviews are focused on scales reported in articles published in 2018.  The point is that if you have not found something appropriate for your research needs in past searches of the database, please search again as more scales are added.