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Scale Reviews

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Testimonial

The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

Account Planner Evaluation (Personal Feedback)

The scale has three, five-point items and assesses the degree to which a person believes that feedback from agency personnel as well as from the client are used to evaluate the job performance of advertising agency account planners. There were two versions of the scale, one to measure the way planners are currently being evaluated and another to measure the way they should be evaluated.