Familiarity Scale

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MONASH Marketing DictionaryDownload this dictionary
Familiarity Scale
a scaling device for measuring a target audience's awareness and knowledge of a company or its products. Responses are commonly recorded on a five-stage scale: 1. Never Heard of It; 2. Heard of It; 3. Know a Little; 4. Know a Fair Amount; 5. Know It Well. See Favorability Scale.

2004 (c) Copyright & Reprint Courtesy of the Dept. of Marketing, Faculty of Business and Economics, Monash University; edited by Mr. Don Bradmore.

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