Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Quality Consciousness
How much a person pays attention to and looks for quality with respect to a category of objects (e.g., products) is measured with three, seven-point items.
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