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Scale Reviews

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The Marketing Scales Handbook is indispensable 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 Design

A four item, seven point Likert-type scale is used to measure the degree to which a customer holds positive perceptions of a retail store's facilities, particularly with regard to interior design factors such as color scheme and organization of merchandise.