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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

behavioral

A customer’s enjoyment of talking in various media about a particular brand is measured using four, five-point Likert-type items.

With four, five-point Likert-type items, the scale measures the degree to which a customer provides feedback to a company about his/her experiences brand’s products in order to help improve them or have new ones created.  The implication in the sentences is that this behavior is ongoing rather than a one-time event.

The degree to which a customer promotes and refers a brand to friends and relatives because of monetary incentives from the company is measured with four, five-point Likert-type items.

The subjective probability expressed by a consumer that indicates he/she would buy a particular product at its present price is measured with five, seven-point items.

This Likert scale has three, five-point items that measure how much a technological application helps a customer shopping at an online store be more effective and, in particular, better evaluate a product.

The scale is composed of four, seven-point semantic differentials that measure how much a person viewed the goal of a particular choice he/she made being gratification seeking rather than avoiding indulgence.

Four, five-point Likert-type items measure a customer’s degree of commitment and loyalty.  The scale is general in the sense that it can be easily adapted for use with a variety of business entities such as a company, brand, store, or website.

The scale has four, seven-point Likert-type items that measure how important and fun shopping is to a person, in general.

With reference to a particular shopping trip and store, three, seven-point Likert-type items measure the extent to which a consumer left without making a purchase.

Leaving an area within a store or the store itself without buying the product of interest is measured with six, seven-point semantic differentials.  Two versions of the scale are described. Temporary abandonment has to do with the shopper's intention to return later in the shopping trip to make the purchase while Permanent Abandonment means the shopper does not plan to return to buy the product.