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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

irritation

Three, seven-point semantic differentials are used to measure how much of a problem a customer believes a particular service failure is, was, or could be.

Using five semantic differentials, the scale measures the degree of aggravation and damage a customer intends to cause for a company.  The scale stem implies that the person is taking punitive action because of something the company has done.

Using three, four-point items, the scale measures how often a person has negative thoughts about commercials.  The scale was made for use by children.

Six, eleven-point unit-polar items are used to measure how soft and pleasing an object is judged to be.  The scale appears to most useful when measuring a sensation associated with the sense of touch.  

The scale uses three, five-point Likert-type items to measure the degree to which a customer believes that employees of a business engaged in behaviors that infringed on one’s space and activities in the establishment.

Using three, five-point Likert-type items, the scale measures the degree to which a customer felt pressure from the employees of a retail establishment to quickly make a decision and finish activity there.

The scale has seven, seven-point Likert-type items that measure the degree to which a consumer is motivated to resist a specific object, such as an ad, that is believed to have been forced upon him/her.  The emphasis is on the impropriety of the object rather than how much it limits one’s decision-making freedom.

The degree to which a person has negative beliefs about advertising in general is measured with five, five-point Likert-type items.

How easy and enjoyable a person believes a task to be is measured with three, nine-point bi-polar adjectives.

This scale uses four, seven-point items to measure the degree to which a person believes that an e-mail message he/she has received from a company is annoying and confusing.