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Scale Reviews

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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

Child's Understanding of Advertising Practices

The scale is composed of five, eleven-point statements measuring at what age a parent believes a normal child is aware of the advertising-related activities that are used to influence him/her.