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!
expectations
The degree to which a person has positive expectations about his/her future is measured with five, five-point Likert items.
The scale has three, seven-point Likert items that measure how much a person expected to feel good if he/she scored many points in a game.
Three, ten-point items are used in this scale to measure how well a customer’s experiences with a brand compare to his/her expectations and the ideal product.
Four, seven-point Likert-type items are used to measure the degree to which a consumer expresses having an enjoyable experience with a purchased product he/has worked to create with the producer.
A customer’s belief that a service agent’s performance was good and, in fact, better than expected is measured with three, seven-point Likert-type items.
With three, nine-point items, the scale measures a customer’s belief that the performance of a particular store or company met his/her expectations and that a good decision was made.
How much a person anticipates that if a particular meal is eaten then he/she would feel bad and sorry about it afterwards. A three- and a four-item version are discussed. Each item has its own unique semantic differential and a 101-point sliding scale.
A customer’s beliefs regarding the anticipated quality of a company’s branded goods or services (before he/she has experienced the product) is measured with three, ten-point items.
Three, seven-point items are used to measure how much a person still wants to eat a familiar brand of a product immediately after having tried some of an unknown brand.
The six item, seven-point scale measures the degree to which a person experiences feelings of anticipation such as excitement (at one extreme) or apprehension (at the other extreme) with regard to an upcoming event or activity.
