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Scale Reviews

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I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam

TV Programming (Need For Independent Regulation)

The scale is composed of five, five-point Likert-type items intended to measure the extent to which a person believes that there is a need for an organization, independent of parties involved in marketing products, to control television programming aimed at children. As one of the items indicates, the independent organization is envisioned as being composed of parents, educators, and broadcasters; government is not specifically mentioned.  A separate scale was developed by Walsh, Laczniak, and Carlson (1998) for that.