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.
Innovativeness Importance (Technological)
The level of importance a consumer places on knowing about and owning new technological products is measured in this six item, seven-point Likert-type scale.
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