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
The degree to which a consumer not only believes that an object or experience is a good topic of conversation but also desires to talk to others about it is measured with five, seven-point Likert-type items.
Four, seven-point Likert-type items measure a person’s usage of two media at the same time to perform one or more tasks. To be clear, the scale focuses on what a person did in a particular situation rather than his/her tendency over time to multi-task.
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.
