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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


The scale is composed of seven, seven-point Likert-type statements measuring the degree to which a person expresses interest and enjoyment in being around other people rather than being alone.

Three, seven-point Likert-type statements are used to measure an aspect of service quality that involves the degree to which a customer thinks other patrons of a provider have an effect on the provider's ability to give satisfying service. Although not stated explicitly, the scale infers that the presence of other customers in the facilities when one is receiving service has an influence on the service provided.

A consumer's confidence in his/her ability to buy the brand that will lead to satisfying reactions from friends and neighbors is measured using five Likert-type statements.

Five-seven-point Likert-type statements are used to measure a customer's thoughts regarding the existence and degree of relationship with at least one employee of a service provider. Jones, Mothersbaugh, and Beatty (2000) referred to their scale as interpersonal relationships.

The scale is composed of four, seven-point Likert-type items that are used to measure a consumer's sense of the potential benefits received from interacting with a specific "sales associate" at a certain business. These benefits are above and beyond delivery of the core goods or services being purchased and have to do with enjoying the salesperson as a individual.

Three, Likert-type statements are used to measure a person's interest in talking about products as well as seeking information from friends.

The scale is composed of five point Likert-type statements measuring the degree to which a parent believes that being strict with children is the appropriate method for raising them.

The scale has been used in various forms to measure a person's tendency to provide information to others. Although it has been referred to as a measure of opinion leadership in all of the studies, an examination of the items suggests that it might be more accurate to think of it in more limited terms, e.g., the degree to which one provides information to others. Even if a person talks about a topic a lot that does not necessarily mean that the information is believed and acted upon (persuasion). These activities are critical indicators that one is, indeed, leading the opinions of others yet it is weak or missing from this scale.

The scale is composed of three, five-point Likert-type statements that assess the degree to which a consumer views him/herself as an opinion leader with regard to shopping in general. This is in contrast to being an opinion leader for one specific product category.

The scale is composed of five, seven-point statements intended to measure the extent to which a person thinks he/she is similar to someone else in terms of such things as values, likes, experiences, and tastes in products.