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Scale Reviews

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The Marketing Scales website is a gold mine of information.  It is the only source that helps me understand the psychometric quality of the instruments used in past research.  I recommend that researchers bookmark this site . . . they will be back!
Bob Moritz
Marshfield Clinic Research Foundation

Brand Importance

Four, seven-point Likert-type items are used to measure the degree to which a person places so much importance on the brand that his/her decisions within a particular product category are limited to the just the preferred brands.