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Scale Reviews

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As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

Involvement with Coupons

Eight, five-point Likert-type items are used to measure a person's interest in the collection and use of coupons. The scale was called attitudes toward couponing by Tat and Bejou (1994).