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Scale Reviews

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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

Brand Popularity

A four-item, seven-point semantic differential is used to measure the degree of popularity that a specified brand is perceived to have. The scale was used by Mishra, Umesh, and Stem (1993) with reference to a ''decoy'' brand and was referred to as perceived decoy popularity.