This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Dogmatism
A five-item, Likert-type scale is used to measure the degree to which a person asserts his/her opinion in an unyielding manner.
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