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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

dynamic

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.

Composed of three very simple, seven-point Likert-type items, the scale is purported to measure the degree to which a person views a particular advertisement as being energetic and “alive” in a visual sense.

The degree to which a person believes that an ad is exciting and energetic is measured with four, seven-point semantic differentials.

The scale is composed of five, seven-point Likert type statements intended to assess a person's attitude regarding the degree to which a website has a "dynamic nature" enabling customers to search for, view, and compare products.

Eight, five-point items are used to evaluate the executional (nonclaim) portion of an advertisement. The phrases appear to focus on the way a message was presented rather than the strength of its arguments.

A three-item, seven-point semantic differential scale is used to measure the perceived "activity" of a stimulus.

This three-item, seven-point semantic differential scale is used to measure how dynamic or elaborate a stimulus is perceived to be.