Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Attitude Toward TV Advertising (Knowledge Function)
This is a three-item, five-point Likert-type scale that measures the degree to which a person believes TV commercials are a good source of information about products.
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