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Scale Reviews

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Testimonial

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

Video Game Violence

The level of violence a person believes there is in a particular video game is measured using four, five-point items.  Given the phrasing of one of the items, the assumption is that the respondent has actually played the game rather than having merely heard about it in some way.