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Norming the stimuli
M

Hi Scamp,

For a really good applied book on measurement and analysis of scales you could try the following:
Scaling Procedures for Self-report Measures in the Social Sciences: Issues and Applications (Paperback)
by Richard G. Netemeyer (Author), William O. Bearden (Author), Subhash Sharma (Author)

Disclaimer: I'm not in any way, shape, or form related to the authors.