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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!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope


A person’s desire in a recent decision to compare options before making a choice is measured with three, seven-point Likert-type items.

How much a person based a particular decision on his/her feelings and intuition at one extreme or thinking and reasoning at the other is measured using three, seven-point semantic differentials.

Three, seven-point Likert-type items measure how much a consumer believes a lot of money was saved when he/she bought a particular product.  The scale makes the most sense when used with participants who have bought a product which had some type of price promotion that increased the perception of having greater monetary resources.

Three, seven-point items measure the degree to which customers are believed to vary in some way in their attitudes about a product.  Two slightly different versions are described.

Composed of three, seven-point semantic differentials, the scale measures how much a good or service is believed to be produced and consumed simultaneously.  A two-item version is also described.

Four, five-point Likert-type items measure the extent to which a person feels at the moment that he/she does not have control over life. 

How willing a person is to provide requested information from a particular website or other entity is measured with three, seven-point semantic-differentials.

Three, seven-point Likert-type items measure a person’s belief that companies should invest more time and effort to ensure that the personal information in their files is accurate.

Composed of three, seven-point Likert-type items, the scale measures the belief that companies should not share or sell personal information to other companies unless authorized by the individuals who gave the information about themselves.

The scale has four, seven-point Likert-type items that measure the level of concern a person has about his/her personal data being gathered by a particular website and then used for unauthorized purposes such as sharing the information with other parties.