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Scale Reviews

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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 the Movie (Intrinsic Cues)

A person's opinion of a movie's quality is measured with three, seven-point items. The emphasis is on the movie's core attributes, such as the story.