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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 TV Advertising (Knowledge Function)

This is a three-item, five-point Likert-type scale that measures the degree to which a person believes TV commercials are a good source of information about products.

Key Words

advertising, attitudes, knowledge, information, learning, television, features

Newest Scale Reviews

Brand Concept Fluency

With four, nine-point Likert-type items, this scale measures a person’s belief that he/she... read more »

Brand Forgiveness

Four, nine-point Likert-type items are used to measure the extent to which a consumer would buy... read more »

Brand Preference Compatibility With Partner

The degree of compatibility a person believes he/she has with a “partner” regarding... read more »

Fit (Brand-Brand)

How well two brands are considered to be compatible and a good fit for co-branding a product or... read more »

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