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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

subscription

The scale uses five, seven-point Likert-type items to measure the degree to which a consumer thinks about a particular subscription in terms of using it and benefiting from it generally over time.  (This contrasts with thinking about it in terms of distinct times it would be used.)

Five, seven-point Likert-type items are used to measure how much a consumer thinks about a particular subscription in terms of the distinct times in which the product is used and the benefits received.  (This scale is distinct from measuring a person's thinking generally about using a product over time.)

How much a consumer believes a particular subscription contract would be very beneficial to him/her is measured using four, seven-point Likert-type items.

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

The scale uses three, five-point statements to measure the likelihood that a person who is familiar with a website will go back to it sometime in the future. Due to the phrasing of one of the items, the website should have some sort of subscription aspect to it such as with the online versions of newspapers and magazines.

Four, nine-point statements are used to measure a consumer's opinion of a product and inclination to use it. Given the way the items are currently phrased, the scale makes most sense to use with a new subscription-type service that could be viewed as innovative.

The scale is composed of three, five-point Likert-type items used to measure a theater attendee's plans for future behavioral involvement with a specified theater, such as attending productions and volunteering time.