This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Acceptance of Behavioral Targeting
Three, seven-point Likert-type items compose the scale and measure a person’s willingness to let a particular website track and analyze his/her navigation through the World Wide Web.
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