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Scale Reviews

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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.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

Retail Patronage (Importance of Quality)

The importance of "quality," based on several specific attributes, is measured with seven, seven point items with respect to the selection of a store/mall at which to shop.