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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

importance

How much a person feels his/her life is important and that he/she is essential to others is measured in this scale with five, nine-point items.

Using three Likert-type items, the scale measures how much a person is involved in a particular hobby and identifies with it, e.g., driving, baking, fishing.

Using three, seven-point Likert-type items, the scale measures how well one person knows a particular person and believes their relationship is important.

The scale has four, seven-point Likert-type items that measure how important and fun shopping is to a person, in general.

Five, seven-point items are used to measure how much effort a person put into a particular task as well as how relevant it was.

How much a person views a particular social group as important and central to his/her self-image is measured in this scale with eight, seven-point items. 

Using four, seven-point Likert-type items, the scale measures the degree to which a person is sensitive about the way companies handle personal information because he/she believes privacy is very important.

Four, seven-point Likert-type items are used to measure the degree to which a person believes a particular advertisement addressed concerns about a product that was important to him/her.

Using three, seven-point items, the scale measures how important a product feature is to a consumer’s evaluation of a particular product and the decision about it.

With three, seven-point Likert-type items, the scale measures the degree to which a person believes there is a relationship between self and a particular party (person, group, or company) and that he/she values it.