This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Program Information Value
The extent to which a person believes that a particular program provided him/her with new ideas and other information is measured with three, six-point Likert-type items.
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