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Testimonial

This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Angeline Close Scheinbaum, Ph.D.
University of Texas at Austin

purchase

Four, nine-point Likert-type items are used to measure the extent to which a consumer would buy a brand again despite having had a bad experience with it.

The extent to which the use of child labor by companies affects one’s choice of which products to buy is measured with three, seven-point items. 

A consumer’s stated probability of buying a particular product on a shopping trip in the next month is measured with three, seven-point items.  What makes this scale different from other measures of purchase likelihood is that this one refers to a specific time period and assumes the shopper has read some information on the package.

Four, seven-point items are used to measure the likelihood that a consumer will regularly wear sunscreen in the future as well as recommend that others do so too.

Four, five-point Likert-type items measure a customer's attitude toward his/her current and future purchases of the brand.

The degree to which a customer promotes and refers a brand to friends and relatives because of monetary incentives from the company is measured with four, five-point Likert-type items.

A consumer’s belief that the price of a brand is reasonable and a good value is measured using three, seven-point Likert-type items.

The subjective probability expressed by a consumer that indicates he/she would buy a particular product at its present price is measured with five, seven-point items.

The favorability of one brand compared to another is measured with three, nine-point questions. 

With reference to a particular shopping trip and store, three, seven-point Likert-type items measure the extent to which a consumer left without making a purchase.