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As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

Attitude Toward In-Game Advertising (General)

Using three, five-point Likert-type items, the scale measures the degree to which a person has a positive opinion of product ads placed within video games.  As currently phrased, the statements are not specific to any particular game or facet of the advertising but apply to in-game advertising in general.