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Testimonial

The Marketing Scales Handbook is indispensable 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 the Object (General)

A person’s attitude about a particular object is measured using three questions with seven-point response formats.  The scale is general in that it could be used to evaluate organizations, people, or activities, among other things.  Further, the scale has more to do with one’s overall feeling rather than beliefs about specific attributes.