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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

Consumption Knowledge (Breadth)

Three, nine-point items are used to measure the degree to which a person believes that a sensory experience with a product from a category would provide him/her with a better understanding of the different types within the category.  To be clear, this scale focuses on the differences between product types across a category (breadth) rather than the similarity within one type of product (depth).