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Bob Moritz
Marshfield Clinic Research Foundation

strategy

Using three, seven-point Likert-type items, the scale measures the degree to which a person blames a specific entity (store, company, organization) and its strategies for him/her terminating the relationship between them.

How much change a person believes there to be in the market for a particular product category in terms of the products available, the promotion conducted, and consumer preferences is measured using four, seven-point items.

With six, seven-point semantic differentials, the scale measures the apparent regulatory orientation of a charitable organization, ranging from a promotion focus to a prevention focus.

The degree to which a person believes that a certain brand-related marketing strategy is commonly used among competitors in a certain product category is measured with five, nine-point semantic differentials.  The scale appears to be amenable for use with a variety of brand-related strategies.

A person's opinion of a company's pricing strategy is measured in this scale with three, seven-point Likert-type items.

Three Likert-type statements are used to measure the degree to which a person views a company as supporting a cause because it will help attract and keep more customers as well as help it to be more profitable.

This seven item with a seven-point response format is intended to measure a person's expressed intention to deal with a stressful situation by taking direct action to solve the problem in an objective manner.

The three, seven-point items are used to measure the degree of importance a person believes should be placed on an advertising agency's ability to provide assistance in developing business strategy when making a choice among agencies. As written, the scale does not measure a person's attitude toward a specific agency's ability but rather the role this criterion should play in general when making a selection among agencies.