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Scale Reviews

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Testimonial

The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

satisfaction

The four item, nine-point scale measures a consumer's attitude toward a specific brand. The scale was used in the study by Duncan and Nelson (1985) with respect to a product advertised as a "men's home permanent" (p. 35).

This three-item, six-point, Likert-type scale measures a person's degree of contentment with his/her family income.