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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

quality

This five-item, six-point, Likert-type scale measures a consumer's attitude about shopping at local stores. It was referred to as negative attitude toward local shopping by Hawes and Lumpkin (1984) because items were scored such that higher scores implied more negative attitudes.

This is a five-item, three-point scale measuring a consumer's satisfaction with the pricing of a specified product.

This is a three-item, five-point semantic differential scale measuring a person's evaluation of a brand of shampoo.