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Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

Brand Bias (Domestic vs. Foreign)

The degree to which a person believes that brands made in his/her country are of higher quality and more associated with domestic consumption than foreign brands is measured with five, semantic-differentials.