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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

How much one’s uncertainty about something is determined to some degree by randomness is measured with three, five-point Likert-type items.  The scale is amenable for use with a wide variety of issues.

Three, five-point Likert-type items are used in this scale to measure the degree to which a person believes that something in the future which is currently uncertain can be more accurately predicted with enough information.  The scale is amenable for use with a wide variety of issues.

This scale uses five, seven-point items to measure a person’s belief in his/her ability to operate manual and automatic transmission automobiles.  (Two items refer to driving a manual transmission vehicle while the other three items are relevant for either type.)

The extent to which a person believes that he/she knows what a company does and can describe them to others is measured with four, seven-point Likert-type items.

The degree to which a customer believes a service provider is the best is because it understands his/her needs better than the others.  The scale is composed of three, seven-point Likert-type items.

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.