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Scale Reviews

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Testimonial

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

Durability of the Object

The scale has three, nine-point semantic differentials that measure how enduring and long-lasting a particular object is judged to be.  The scale appears to be most appropriate when used to describe physical objects (furniture, cars, electronics) rather than non-physical entities (emotions, faith, relationships).