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Scale Reviews

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Testimonial

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

Riskiness of the Purchase

The level of risk-related concern a consumer has about purchasing a particular object is measured with three, seven-point Likert-type items.  While the scale was made for use with a product, it appears it could be used with other objects that may not be considered “products” per se such as a house, a company’s stocks, or a rare piece of art.