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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


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?

A person's strong negative reaction to a decision or action taken by a church is measured using three, seven-point Likert-type items.  Although two of the items use the term "church," they could be easily modified for use with a variety of organizations, religious or not.

A person's opinion of a company's pricing strategy is measured in this scale with three, seven-point Likert-type items.

This is a three-item, seven-point Likert-type scale that appears to measure one's hypothetical intention to purchase a product which has been advertised in some way that the person considered to be unpleasant or inappropriate.

The scale is composed of three, seven-point Likert-type statements that are used to measure the degree of disagreement and frustration that a client states having with his/her representative(s) at the company's advertising agency.

The seven-point semantic differential scale is intended to measure a person's attitude toward a boycott of a specified marketer and propensity to engage in it personally.

Four statements and a seven-point response scale are used to assess a person's concern about activities a company is engaged in that are the basis for a boycott it is experiencing.

Four, seven-point statements are used to measure the perceived fairness of the tangible outcome of a disagreement between at least two parties (e.g., retail manager and customer).

The three item scale used by Whipple and Courtney (1980) measured the degree to which consumers described an ad as being insulting to themselves and others.