---
url: "https://questionstar.com/principles-of-survey-research/chapter-2/slide-051.html"
title: "Some Commonly Used Scales in Marketing"
type: "lehrbuch-slide"
chapter: 2
chapterTitle: "Survey: Measurement and Scaling"
slide: 51
---

# Some Commonly Used Scales in Marketing

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

| Construct | 1 | 2 | 3 | 4 | 5 |
|------|------|------|------|------|------|
| Attitude | Very bad | Bad | Neither good nor bad | Good | Very good |
| Importance | Not at all important | Unimportant | Neutral | Important | Very important |
| Satisfaction | Very dissatisfied | Dissatisfied | Neither satisfied nor dissatisfied | Satisfied | Very satisfied |
| Purchase probability(Purchase intention) | Definitely not | Probably not | Undecided | Probably yes | Definitely yes |
| Purchase frequency | Never | Rarely | Sometimes | Often | Very often |
| Agreement | Strongly disagree | Somewhat disagree | Neither agree nor disagree | Somewhat agree | Strongly agree |

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

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*Slide 51 of 274 · Chapter 2: Survey: Measurement and Scaling · Principles of Survey Research · Dr. Paul Marx*