Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Direct Mail Usage
The scale has three, seven-point Likert-type statements and is intended to measure a customer's belief that a specific marketer frequently uses direct mail to provide information to its regular customers.
Key Words