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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

Importance of Testimonials

Three statements are used to measure the importance placed by a viewer on positive comments and endorsements of a product made by users and experts. The scale was called comments and demonstrations by Agee and Martin (2001) and referred to the importance of this type of information being provided in infomercials.