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Chapter 2 · Survey: Measurement and Scaling · Slide 51/274

Some Commonly Used Scales in Marketing

Scale points from 1 (lowest level) to 5 (highest level).

2.3 · Non-Comparative Scales Likert Scale · Standard Wordings

Some Commonly Used Scales in Marketing

Construct 12345
Attitude Very badBadNeither good nor badGoodVery good
Importance Not at all importantUnimportantNeutralImportantVery important
Satisfaction Very dissatisfiedDissatisfiedNeither satisfied nor dissatisfiedSatisfiedVery satisfied
Purchase probability(Purchase intention) Definitely notProbably notUndecidedProbably yesDefinitely yes
Purchase frequency NeverRarelySometimesOftenVery often
Agreement Strongly disagreeSomewhat disagreeNeither agree nor disagreeSomewhat agreeStrongly agree

Scale points from 1 (lowest level) to 5 (highest level).

QUESTIONSTAR · Dr. Paul Marx 51 / 274
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