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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

This scale is composed of six, five-point Likert-type items that measure the degree to which a person is oriented toward possessing goods and money as a means of personal happiness and social progress.

The five-item, seven-point scale assesses a research subject's interest in and concern about the task he/she performed as part of a study.

A three-item, seven-point semantic differential is used to measure a person's attitude about the appropriateness of a certain product/brand being marketed by a certain company. As used by Keller and Aaker (1992), the scenario focused the respondent's attention on a proposed brand extension apparently being considered by the company. The scale seems to be amenable for use in a variety of situations in which the fit between the product and the marketer (manufacturer, retailer, or other channel member) is of interest.

A five-item, seven-point semantic differential is used to measure a consumer's assessment of a particular person's knowledge and competency as a source of information.  The directions used with the scale can focus the respondent's attention on a particular topic or product if desired.

A five-item, seven-point semantic differential scale is used to measure the degree to which one evaluates a stimulus (such as a product) as being positive and agreeable.

A five-item, seven-point semantic differential scale is used to measure the degree to which one evaluates a stimulus (such as a product) as being exciting and interesting.

Four, eight-point semantic differentials are used to measure a consumer's assessment of a new product inventor's intelligence and competency.

A seven-item, seven-point semantic differential scale is used to measure the degree to which one evaluates a stimulus (such as a product) as being relevant and meaningful to one's self.

A seven-item, seven-point semantic differential scale is used to measure the degree to which one evaluates something (such as a product) as being vital and necessary.

A ten-item, seven-point Likert-type scale is used to measure the degree of subtly degrading and derogatory opinions held by a person toward blacks in general. The items suggest that blacks are socially, morally, and/or educationally backward.