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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

risk

The degree to which an object or event is considered to be consistent and stable at one extreme or erratic and risky at the other is measured with ten, seven-point bi-polar adjectives.

Thirteen items are used to measure the level of objective knowledge a person has of basic financial concepts.  An eight-item version is also discussed.

Using three, seven-point Likert-type items, the scale measures a person’s inclination to refrain from investing in the stock market because of the risks involved.

A person’s belief that a company’s stock will increase in value is measured with four, seven-point Likert-type items.

How willing a person is to take risks with his/her financial investment activity is measured with five, five-point items.

How much a customer believes that a particular product is not worth the price being charged is measured with three, seven-point Likert-type items.

With three, seven-point Likert-type items, the scale measures how much a person is concerned that a bad decision about a particular purchase could harm his/her self-concept.

The scale has three, seven-point Likert-type items that measure the degree to which a consumer worries that purchasing a certain product might result in others thinking less of him/her.

The desire to engage in outdoor sports and other activities that involve speed or danger is measured with fourteen, five-point Likert-type items.

The four, seven-point items in the scale measure how much a person anticipates before making a product choice that he/she will feel personally responsible and unhappy if a poor option is selected.  More specifically, the items are phrased such that the focus is on making the choice based on how the options vary on one critical product attribute.