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 Variance (Products)
The extent to which a consumer believes that the quality and performance of options within a product category differs a lot is measured with seven, seven-point Likert-type items. A two-item version is discussed as well.
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