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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

financial

The scale uses three, seven-point items to measure the level of understanding a person believes he/she has of annuities.

Four, seven-point Likert-type items measure the belief that wealthier customers are given preferential treatment by companies and their salespeople.

Six, yes/no items are used to measure how much a person indicates that he/she has engaged in financially related activities that are generally considered positive, e.g., put aside some money for financial emergencies.

With three questions and a seven-point response format, the scale measures how important it was to increase gains when making a particular financial decision.

How important it was to a person to avoid potential losses when making a particular financial decision is measured with three questions and a seven-point response format.

Thirteen items are used to measure the level of objective knowledge a person has of basic financial concepts.  An eight-item version is also discussed.

Four, 100-point items measure a person’s satisfaction with his/her current and future financial well-being.

Four, seven-point semantic differentials measure the degree to which a person feels dissatisfied with his/her financial situation, especially when compared to the situations experienced by peers.

How a person believes his/her capability and confidence compare to other people investing in the stock market is measured with three, seven-point items.

Using three, seven-point Likert-type items, the scale measures a person’s inclination to refrain from investing in the stock market because of the risks involved.