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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

Store Attribute Importance

The importance of certain store characteristics in selecting where to shop for a product in a specified category is measured. In general, the items appear to be related to the perceived status or quality of a store.  The scale is composed of five, five-point items.