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.
Understanding the Company’s Business
The extent to which a person believes that he/she knows what a company does and can describe them to others is measured with four, seven-point Likert-type items.
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