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Scale Reviews

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Testimonial

The Marketing Scales website is a gold mine of information.  It is the only source that helps me understand the psychometric quality of the instruments used in past research.  I recommend that researchers bookmark this site . . . they will be back!
Bob Moritz
Marshfield Clinic Research Foundation

Information Source Importance (Mass Media Advertising)

Five, five-point Likert-type items are used to measure the degree of importance a consumer places on mass media advertising when shopping for a specified product.