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Scale Reviews

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I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam


Four, seven-point phrases are used to measure the extent to which a person believes the quality of key account-related personnel are important when choosing an advertising agency. As written, the scale does not measure a person's attitude toward a specific agency but rather the role this criterion should play in general when making a selection among agencies.

Seven, seven-point Likert-type items are used to measure the extent to which a customer expresses an active involvement in the running of a store, with emphasis on verbal suggestions and feedback about improving service. This is distinct from the use of the term participation as used in some service literature, where it means active involvement in the production of the service.