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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


Six, seven-point statements are purported to measure a smoker's attitude toward a nicotine patch, particularly as it relates to certain behavioral intentions such as using it and recommending it to others.

The scale is composed of four Likert-type items that measure the degree to which a customer expects to contact a specific salesperson with whom he or she has interacted in the past to conduct business.

This nine-item, seven-point semantic differential scale is used to measure a respondent's overall opinion about engaging in a particular preventative health activity. Oliver and Berger (1979; Oliver 1980) examined attitudes toward getting a flu shot.

The four item, nine-point scale measures a consumer's attitude toward a specific brand. The scale was used in the study by Duncan and Nelson (1985) with respect to a product advertised as a "men's home permanent" (p. 35).

This is a two-item, seven-point Likert-like scale measuring a consumer's inclination to actively look for a brand and purchase it for his/her own use or as a gift for another person.

A four-item, seven-point Likert-like scale is used to measure the degree of interest a consumer expresses in buying a product. The scale was used to study both calculators and typewriters. Due to its hypothetical phrasing, it is viewed here as more a measure of attitude toward the act of purchasing than purchase intention.