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.
Word-of-Mouth Intention (Positive)
The scale has three, seven-point Likert-type items that measure how likely it is that a person will recommend a place and talk about it positively. The sentences are phrased generally enough that they can refer to a wide variety of “places,” e.g., a restaurant, a museum, a church.
Key Words