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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

Consumer Skills Development (Child's)

The scale is composed of five, eleven-point statements measuring at what age a parent believes that a typical child is able to engage in certain activities that indicate the beginning of the "consumer" role. Although children "consume" products from the day they are born, the skills referred to in this scale are those that develop later when children become more active and independent such as when they begin to purchase products themselves.