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Bob Moritz
Marshfield Clinic Research Foundation

knowledge

Four statements are used to measure the degree to which a customer believes that a particular service provider helps him/her to become more knowledgeable and skilled with respect to the service.

The scale has four, five-point Likert-type items and measures how much a consumer believes that if he/she were to change service providers then new policies would have to be learned.

With three, seven-point Likert-type items, the scale measures the degree to which a consumer is sure that buying a particular product is the correct decision.

The degree of familiarity with something such as an object or topic is measured with three, seven-point bi-polar adjectives.  The items themselves are extremely flexible for use in a variety of contexts and it is up to the instructions provided with them to specify whose knowledge about what is being assessed.

A person's belief that he/she has the ability to adhere to specific dietary guidelines is measured with three, seven-point Likert-type items.

The degree to which a consumer reports having a lot of knowledge and experience with so-called "green products" is measured using four, seven-point Likert-type items.

A person's knowledge of various typical consumer financial products is measured by asking ten questions.  It is considered an objective measure rather than a subjective one because each question has a correct answer rather than being a person's opinion of his/her knowledge level.

Three, seven-point items are used to measure one's self-expressed level of understanding of a particular investment, especially how it functions in saving money, and one's comfort in choosing to invest in it.

A person's self-confidence in his/her ability to open e-mail messages if so desired is measured using five items. 

How easily a person is able to convert an amount of money in an unfamiliar currency to an equivalent amount in a familiar currency is measured in this scale using four, seven-point semantic differentials.