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Scale Reviews

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Testimonial

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

Sociability

How popular and friendly a person appears to be is measured using three semantic differentials.  As used by Fisher and Ma (2014), the judgement is made regarding someone else rather than oneself.