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Testimonial

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

attitudes

The scale is composed of five, five-point Likert-type statements that measure how essential a consumer believes a computer to be in his/her home.

Three, seven-point semantic differentials are used to assess how well two products are viewed as going together, particularly in their usage.

The scale is composed of nine opposing phrases with a six-point response format that attempt to measure the degree of difficulty a person believes he/she would experience in making a particular choice. Since the items are stated hypothetically, the scale is not exactly a measure of post-purchase dissonance. The scale was called value conflict by Burroughs and Rindfleisch (2002) but the items seem to be general enough for use in a variety of situations where the researcher is concerned about how much conflict consumers imagine there would be in making a particular decision.

Five, five-point Likert-type statements are used to assess the degree to which a consumer believes that a computer has changed key aspects of his/her life, particularly in the home.

The scale is composed of three, five-point Likert-type statement assessing a customer's attitude of a store with an emphasis on some visible indicators that it is being managed competently.

The three item scale measures a person's desire to continue receiving service from the current provider with which a relationship has already been established. Patterson and Smith (2003) referred to the scale as both propensity to stay with service providers and behavioral intention to continue with present service provider.

Three, five-point Likert-type items are used to measure a customer's attitude toward a store's employees with an emphasis on some visible indicators that they are efficient and reliabile.

Four, seven-point statements are used to measure the degree of importance a consumer places on going to several stores before making a final decision about where to buy some certain product.

A customer's attitude regarding some aspects of an airline's operations is assessed using three, five-point Likert-type statements. The emphasis seems to be on some visible indicators that the airline is being managed competently such as with the efficiency of pre- and post-flight service.

The scale is composed of three statements with a ten-point response format that measures a customer's attitude regarding the financial consequences of continuing/ending the relationship with a certain company.