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Scale Reviews

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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

Website Interactivity (Communication)

Six, seven-point items are used in the scale to measure the degree to which a person believes a website allows a free flow of information from the user as well as to the user (two-way).