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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

Attitude Toward Advergames for Children (Positive)

Four Likert-type items are used to measure the degree to which a parent holds positive beliefs about "advergames" made for children.  (Advergames are custom-made for a good or service in order to entertain potential consumers as well as promote the brand.)