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Testimonial

The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

attitudes

Four, five-point Likert-type items measure a customer's attitude toward his/her current and future purchases of the brand.

The efficacy and likelihood that a “treatment” will cure a “condition” are measured with five, nine-point questions.  The particular treatment and condition are specified in the items.

Four questions and a seven-point response scale are used to measure how much a person believes the side effects of a medicinal drug are serious and threatening.

A consumer’s belief that the price of a brand is reasonable and a good value is measured using three, seven-point Likert-type items.

This very simple three-item, seven-point Likert-type scale measures a person’s attitude about the price of a particular good or service with the emphasis on its acceptability.

The scale measures the degree to which a person who sold an item to a buyer experienced a feeling of completeness and closure due to the price that was negotiated.  Four, seven-point Likert-type items compose the scale.

The scale has three, five-point Likert-type items that measure a person’s overall attitude toward the customer service dimension of a particular retailer’s website.

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.

With three, seven-point items, the scale measures how difficult a person believes it would be for him/her to make a particular choice.

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.