I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
attitudes
The clarity with which a person understands what a particular company does with the data it has on its customers is measured with four, seven-point semantic-differentials.
Three, seven-point Likert-type items are used to measure how much a person believes it is okay to give misleading or incomplete personal information to a company and that he/she is likely to do it.
With four, seven-point Likert-type items, the scale measures how much a person has confidence in the reliability with which a company handles the customer data in its possession.
Five, seven-point Likert-type items measure a customer’s attitude regarding his/her susceptibility to being harmed because of the personal information collected by a company.
The scale has three, seven-point Likert items that measure how much a person expected to feel good if he/she scored many points in a game.
With four Likert-type statements, the scale measures how easy a consumer believes it was to compare the healthiness of some similar products by using the information available on their packages.
Five, nine-point Likert-type items compose the scale and measure a person’s confidence that one will successfully manage his/her health by engaging in a certain activity. (The activity can be specified by the researcher.)
With three, 101-point items, the purpose of the scale is to measure how far into the future a certain health problem is believed to be.
Three, five-point Likert-type items are used in this scale to measure a customer’s overall attitude toward the design of a particular retailer’s website.
A customer’s overall attitude toward the order fulfillment dimension of a particular retailer’s website is measured with three, five-point Likert-type items.
