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.
Preference for Numerical Information
With eight, seven-point Likert-type items, the scale measures the tendency of a person to use numerical information, to engage in thinking with such information, and to enjoy it.
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