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Scale Reviews

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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.
Angeline Close Scheinbaum, Ph.D.
University of Texas at Austin

Retail Patronage (Importance of Merchandise Variety)

The scale has three, seven point items that are used to measure the importance a consumer places on a shopping center having a wide variety of merchandise for the purpose of selecting where to shop, with an emphasis on the set of stores having well-known brands and new products.