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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

complexity

The scale is composed of three, seven-point Likert-type items that measure how much a person believes that a particular object looks complex.   

How complex and time-consuming a task is considered to be is measured with three, seven-point Likert items.

The extent to which a customer believes that a store carries too many options within a product category of interest is measured in this scale using three, seven-point Likert-type items.

Five semantic differentials are used in the scale to assess how cognitively and time demanding a customer considers a particular price format to be.

Three statements are used to measure a person’s opinion of the degree of complexity in an assortment of some object due to the number of options available.

Five items are used to measure how ambiguous and chaotic a visual stimulus with multiple parts appears to be.

The level of exactitude a person believes was used in a particular advertising claim is measured with four, seven-point Likert-type items.

The scale uses three, nine-point Likert-type items to measure how complicated a person believes a certain task was that involved some degree of mathematical computation.

With three, seven-point unipolar items, this scale measures how challenging a task or process is considered to be.

The problem a consumer has distinguishing between brands in a product category and choosing one of them is measured in this scale using three, seven-point Likert-type items.