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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

knowledge

Composed of three, seven-point Likert-type items, the scale measures how much a person knows about Fair Trade certification, with an emphasis on what farmers are paid and their certification process. 

The scale has four, five-point Likert-type items that measure how much a consumer uses possessions to signal his/her ability to find better deals and products compared to other people.

Three items measure a customer’s opinion about his/her level of knowledge of a product category before learning more about the products when entering a store that has them.

Three items are used to measure the degree to which a person receives information from someone else that is beyond what the person was already aware of.  The items in the scale are rather general but may make the most sense when an important decision is about to be made by a person (the participant) and a conversation with someone with greater knowledge or expertise on the topic provides information that changes the participant's attitude.

With three items, the scale measures how much a customer in a store learned information, primarily from an employee, that was relevant.

A consumer’s level of knowledge about a brand and recognition of it among other brands is measured with three, seven-point Likert-type items.

How familiar a consumer is with a brand based on hearing about it, buying it, and/or using it is measured with four, seven-point semantic-differentials.

How difficult a person thinks it would be to make a particular choice is measured in this scale with three, seven-point Likert items.

With four, seven-point items, the scale measures how much a person thinks that a particular other person knows a brand better than other consumers and could be considered an expert. 

Containing eight, five-point Likert-type items, the scale measures very basic beliefs and comprehension of what buyers and sellers do.  The scale seems most relevant to use for those living in subsistence marketplaces.  It may also be useful when studying what children understand about the market.