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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


A consumer’s attitude about how quickly and easily he/she is able to find and select products from an assortment provided by a particular retailer is measured using three, seven-point Likert-type items.

The three-item, seven-point Likert-type scale measures a shopper’s uncertainty that he/she will be able to choose a product from the assortment provided by a particular retailer that will meet his/her expectations.  Two slightly different versions of the scale are provided.

The scale measures how much a subject who has been in an experiment believes the purchase situation was realistic.  A three- and a four-item version were created.

With three, nine-point items, the scale measures the time and effort a consumer reports spending to choose between options within a product category that were available in a store.

The scale uses five, seven-point Likert-type items to measure the degree to which a consumer shops online because of the assortment of products available for purchase as well as the information about them compared to shopping in retail stores.

Three, seven-point items are used for measuring the degree to which a consumer is satisfied with the product-related aspects of a shopping area. As described subsequently, the shopping area studied by Dawson, Bloch, and Ridgway (1990) was a crafts market.

This nine-point, four item scale is intended to measure the degree of variety a consumer perceives there to be in an assortment of some product and the enjoyment derived from having access to that variety.

The scale has three, nine-point, Likert-type statements that are intended to measure the extent to which one believes an assortment of a given product one was exposed to was aesthetically pleasing.

The scale has four, seven-point Likert type statements that are used to assess the degree to which a person thinks that an e-retail website has a broad and deep product assortment so the consumer has access to a great variety of products at one place. The scale was referred to as choice by Srinivasan, Anderson, and Ponnavolu (2002).

The three-item, seven-point Likert-type scale is intended to measure a person's attitude toward a retailer's performance with the emphasis on how wide an assortment of products are carried by the merchant in comparison to the competition.