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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


This three-item, seven-point Likert-type scale is used to measure a person's degree of satisfaction with purchases made, with an emphasis on department store experiences.

The four item, nine-point scale measures a consumer's attitude toward a specific brand. The scale was used in the study by Duncan and Nelson (1985) with respect to a product advertised as a "men's home permanent" (p. 35).

This three-item, six-point, Likert-type scale measures a person's degree of contentment with his/her family income.

A six-item, five-point Likert-type scale is used to measure a consumer's attitude toward business and products in general.

Four Likert-type items are used to measure the degree to which a person expresses satisfaction with air travel in general. The scale was referred to as convenience by Bruning, Kovacic, and Oberdick (1985).

This is a three-item, seven-point Likert-type scale measuring the degree to which a consumer describes a transaction with a dealer as being fair. The type of dealer studied by Oliver and Swan (1989) was for cars.

Two-item, five-point items are used to measure the recalled number of times a company failed to handle a customer's request in the previous two years. Crosby and Stephens (1987) used the scale with policy owners and asked them to respond about insurance companies.

A six-item, three-point scale is used in measuring a consumer's satisfaction with the retail placement aspects of a specified product.