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Scale Reviews

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The Marketing Scales Handbook is indispensible 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

Client Role Ambiguity (Goal Clarity)

Five, seven-point statements are used to measure the degree of certainty an advertising client has about the outcome goals of his/her part of the client-agency relationship.

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