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Testimonial

This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Angeline Close Scheinbaum, Ph.D.
University of Texas at Austin

TV Viewing (Child's View of Mother's Opinion)

The scale is composed of five, four-point statements measuring the frequency which a child believes that his/her mother makes statements that would indicate she has a negative attitude toward TV, with an emphasis on the inappropriateness of things kids may be exposed to.