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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

knowledge

The scale measures the degree to which a person believes a particular candidate has positive attributes such as sincerity and knowledgeability that make him/her qualified for the political office.

The degree of certainty a person has in the appropriateness of a particular choice in which one option was selected over another one (explicitly stated) is measured in this five-item Likert scale.

Using three, seven-point items, this scale measures how much a person feels uncertain about a choice he/she has made.

The scale uses three statements to measure a consumer’s belief that he/she has expert level knowledge with respect to a specific product category and is an excellent source of information for friends buying such a product.

The scale has four, seven-point items that measure a consumer’s relative level of familiarity with a product category as well as a good understanding of the attributes that will provide satisfaction.

The degree to which a person expresses confidence in his/her ability to find information about a product in order to make a decision is measured with three, seven-point Likert-type items.  While this scale might be used with sources other than online, it seems to be most suited for that context.

With three, seven-point Likert-type items, the scale measures the degree of knowledge a person has about the normal price level of a particular product category.

The scale uses four, seven-point Likert-type items to measure a person’s belief that he/she has greater experience with, interest in, and usage of the internet than most people.

Ten, seven-point Likert-type items are used to measure how knowledgeable a person reports being with regard to jokes.  Although the scale measures self-reported awareness and recall of jokes, it does not explicitly measure if a person believes him/herself to be funny in telling the jokes.

Using seven statements, this scale measures the degree to which a person believes that he/she is familiar with and has experience using goods and/or services in a particular domain.  Versions of the scale are described for tech products, fast-food restaurants, personal banking, movie theaters, and social media websites.