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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

usage

Four, seven-point items are used to measure the likelihood that a consumer will regularly wear sunscreen in the future as well as recommend that others do so too.

With four, seven-point Likert-type items, the scale measures the extent to which a person believes that a product can be used in a variety of situations.

How much a consumer likes and uses a product is measured with three, seven-point items.  Unlike most other measures of product attitude, this one makes most sense to use with people after they have bought a product and used it.

Using four, nine-point items, the scale measures a person’s intention to engage in behaviors related to using sunscreen.

The scale uses eight, five-point items to measure a person’s reasons for using the Internet which have to do with boredom, relaxation, and communicating with others.

Four, five-point Likert-type items are used to measure the integration of social media usage into a person’s lifestyle, particularly as it pertains to following companies and brands.

The extent to which a consumer habitually uses a particular product or brand for a purpose without consciously thinking about its choice is measured using four, five-point Likert-type items.  Four versions of the scale are described, varying based on which product and type of usage is being referred to: a product used regularly, a product that was replaced by another product that was used regularly, a product used rarely or not at all, and a product which was replaced by another product that ended up not being used much if at all.

A person’s beliefs regarding the need for careful usage of pesticides in the home are measured with three, seven-point Likert-type items.

The scale has four, five-point items that measure how much a person uses social media by tweeting, posting comments, and following others’ posts.

These four, seven-point Likert-type items measure the degree to which a consumer believes his/her social status can be positively affected by purchasing and using a particular product.