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Scale Reviews

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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.
Dr. Terry Childers
Iowa State University

Returning Products (Social Norms)

This scale uses four, seven-point Likert-type items to measure a person's belief that among his/her friends and family it is considered acceptable to return products after they have been used or damaged.