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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

A seven-point Likert-like scale is used to measure a person's beliefs regarding a particular brand of audio player. Muehling, Laczniak, and Stoltman (1991) referred to this measure as cognitive structure index and used it to examine a fictitious brand of cassette player.

A five-item, five-point scale is used to measure the importance a consumer places on objective, functional, and economic issues before buying products. This was referred to as economic motivations for consumption by Moschis (1978, 1981) and Carlson and Grossbart (1988; Grossbart, Carlson, and Walsh 1991).

A three-item scale is used to measure the relative preference a consumer has between two competing brands of a product.

The three-item, seven-point scale attempts to assess a person's stated likelihood of getting a diagnostic blood test in the future.

This four-item, eight-point scale is used to measure a consumer's attitude toward some new product concept.

A seven-item, seven-point semantic differential is used to measure a consumer's evaluation of a product in mostly utilitarian terms.

A four-item, seven-point semantic differential scale is used to measure how a person feels about attempting to lose weight during the upcoming week.

A four-item, seven-point semantic differential scale is used to measure the value-related aspects of a consumer's attitude toward some specific product.

A nine-item, seven-point Likert-type scale is used to measure a person's attitude toward some specified country.

A four-item, seven-point Likert-type scale is used to measure the degree to which a person who has filled out a questionnaire believes his/her responses will remain anonymous.