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The Marketing Scales website is a gold mine of information.  It is the only source that helps me understand the psychometric quality of the instruments used in past research.  I recommend that researchers bookmark this site . . . they will be back!
Bob Moritz
Marshfield Clinic Research Foundation

Product Preference Heterogeneity

With three, seven-point Likert-type items, the scale measures a person’s attitude regarding how much consumers differ in what they want from a product in a certain category.  In other words, do consumers believe that people vary in their beliefs about what makes a product good or bad?