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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 is a three-item, nine-point Likert-type scale measuring the degree to which a person expresses loyalty to a specific brand of some product. The product used by Beatty and Kahle (1988) was a soft drink and they referred to the scale as brand commitment.

Six, seven-point Likert-type items are used to measure the degree of benefit a consumer perceives that a car dealer received from him/her in a transaction.

This three-item, five-point Likert-type scale measures a person's general level of satisfaction with his/ her life.

A seven-item, nine-point scale is used in measuring the degree to which a person likes consuming soft drinks.

This is a four-item, five-point scale that measures the degree of importance a consumer places on ease of getting around in a store.

This is a two-item, six-point, Likert-type scale measuring a person's belief that inflation will continue and probably be worse.

This is a six-item, seven-point Likert-like scale measuring the perceived value of an offer consisting of a particular product for a particular price. The scale was used to study both calculators and typewriters.