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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

change

The scale uses three, seven-point items to measure a person’s preference for normality and routine in his/her life rather than change.

The degree to which a person feels uneasy when society appears to be changing rapidly is measured with three, seven-point items.

This scale has three, seven-point Likert-type items that measure a person’s belief that he/she has the capability to create a new life and pursue new goals.

Four, seven-point Likert-type items measure a person’s attitude about the radical change a particular organization is about to make regarding what it stands for.  As currently phrased and scored, the items indicate the respondent is against the repositioning.  Also, the scale instructions frame the situation as hypothetical but minor changes could make the scale amenable for use with a real event.

How much change a person believes there to be in the market for a particular product category in terms of the products available, the promotion conducted, and consumer preferences is measured using four, seven-point items.

Six, five-point Likert-type items are used to measure a person’s desire to experience consistency and stability at the current time rather than change.

The extent to which a person believes in one’s ability to change the self is measured with four, six-point Likert-type items.

The belief that one can change his/her personal traits is measured with three, seven-point Likert-type items.

How familiar a consumer is with the improvements made in a brand over some specified time period and his/her approval of the changes is measured with three, seven-point Likert-type items.

The direction and relative amount that something is predicted to change is measured with three semantic differentials.  This very simple scale appears to be amenable for use in a wide variety of situations when paired with the proper instructions.