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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


This scale purports to measure a consumer's overall evaluation of a specified brand/product. Although the uses described here have different sets of items and points on their response scales, they are similar in that they use unipolar adjectives rather than the more common bipolar adjectives as items. Furthermore, a high degree of commonality exists among the items employed in the different studies.

Three, seven-point semantic differentials are used to measure a person's evaluation of an organization, particularly in terms of what the person thinks its value is to society.

The five-item, seven-point Likert-type scale provides an indication of a consumer's attitude about a specified brand as well as attitude toward the act of purchasing the brand.

A multi-item, semantic differential ratings scale measuring the degree to which a person likes some musical stimulus and perceives it to be "good." Lord, Lee, and Sauer (1995) as well as Obermiller (1985) used three-item subsets of this scale.