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!
behavioral
Five, seven-point Likert-type items measure a consumer’s commitment to buy a particular brand in the future if it is available.
A person's tendency to learn about and adopt innovations (new products) within a specific domain of interest is measured with six, five-point Likert-type items. The scale is intended to be distinct from a generalized personality trait at one extreme and a highly specific, single product purchase at the other extreme.
The three, seven-point Likert-type items in this scale measure the degree to which a person who has visited a place (unidentified in the items) is willing to visit it again if the same level of service is provided. The scale appears to be amenable for use with hotels, restaurants, resorts, and a wide variety of other places that people go to which provide some degree of service which can affect one’s intention of returning to in the future.
The scale has three, seven-point Likert-type items that measure how likely it is that a person will recommend a place and talk about it positively. The sentences are phrased generally enough that they can refer to a wide variety of “places,” e.g., a restaurant, a museum, a church.
Three, five-point items are used to measure how much a person attends to radio, T.V., and movies that are just in English, are about the same amount in both languages, or are only in Spanish.
The scale has four, five-point items that measure how much a person primarily socializes with other Latinos rather than non-Latino Americans, about the same amount for both groups, or only socializes with non-Latino Americans.
How much a consumer wants to know more about a particular sale is measured with three, seven-point items.
With five, five-point items, the scale measures the degree to which a person is able to read and speak just English and not Spanish, is able to read and speak both languages equally well, or is only fluent in Spanish..
A customer’s openness to contacting and interacting with a salesperson in the future whom he/she has interacted with in the past is measured with three, seven-point Likert-type items.
Five, seven-point Likert-type items measure a person’s willingness to have advertisements by a social media platform such as Facebook target him/her based on information from another company’s website.
