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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

Attitude Toward the Product/Brand (Utilitarian)

A four-item, seven-point semantic differential scale is used to measure the value-related aspects of a consumer's attitude toward some specific product.

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