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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


Various seven-point bipolar adjectives are purported to measure a person's opinion about the practices and people characterizing the advertising industry. This is viewed by users of the scale to be different from measuring opinions about advertising as an institution.

Seven, seven-point Likert-type statements are used to measure the extent to which a consumer believes that some specified organization can be trusted in the activities in which it engages to help protect the environment. The source in the study by Osterhus (1997) was a utility company.

A four-item, five-point Likert-type scale is used to measure a person's belief about the ability and/or desire of government to handle what one perceives to be important matters. This scale was referred to as political trust by Durand and Lambert (1985).