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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

importance

Three, seven-point items measure how much a person cares about a particular decision and is involved in it.  As phrased, the decision is in the future.  The items can be easily adapted for reference to a decision that has already been made.

The scale uses seven, seven-point items to measure how much a person cares about what others think of him/her and works to have good relationships with others. 

The scale uses five, nine-point semantic differentials to measure whether a person considers his/her future needs to be most important or his/her current needs.

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.

Three, seven-point semantic differential items measure the degree to which a person believes a particular food is an important part of a healthy diet.

Four, seven-point Likert-type items measure the degree to which the monetary cost of a subscription contract is considered to be small.

How much a person pays attention to and looks for quality with respect to a category of objects (e.g., products) is measured with three, seven-point items.

Three, five-point Likert-type items are used to measure the importance a customer places on having a personal relationship with a company employee.  The phrasing of the sentences implies the employee is a professional from whom one may seek advice and support.

The degree of importance a person places on being skinny and attractive is measured with three, seven-point items.