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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

investments

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

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.

A person’s confidence in his/her ability to make good decisions is measured with six, five-point items.

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.

A person’s belief that a company’s stock will increase in value is measured with four, seven-point Likert-type items.

The scale uses four, seven-point Likert-type items to measure a person's general attitude about how "good" an investment is considered to be.