摘要：The Juster Scale is an eleven-point purchase probability scale that has been found to be more accurate than purchase intention scales for predicting rates of purchase of a variety of consumer goods and services. However, in addition to knowing the rate of purchase, that is, the number of people who will purchase, it is often necessary to know purchase levels, that is, the quantity of goods that will be purchased. To date, two studies have examined the effectiveness of three methods of applying the Juster Scale to estimate purchase levels, with promising results. However, the accuracy of predictions varied across methods and products, and there was evidence that some respondents were confused by the procedures. This paper presents the findings of a further investigation of three methods of using the Juster Scale to estimate purchase levels. The study examined the impact of age and educational level on respondent understanding and predictive accuracy. Recommendations are made regarding possible applications and limitations of the methods
