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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

Desired Picture Quality (Camera)

A three-item, seven-point scale is used to measure the level of picture quality a consumer would like in a camera. The desire construct is supposed to be distinct from expectations because the former relates to beliefs about ''ideal'' product performance that lead to achievement of higher-level values whereas the latter are beliefs about performance benefits that will occur with a specified focal brand but may be short of what is ''ideal'' (Spreng and Olshavsky 1993, p. 172). Thus, desires imply higher standards than expectations.