Identify and discuss key issues a researcher should consider

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1. Identify and discuss the key issues a researcher should consider when choosing a scale for capturing consumers' expressions of satisfaction.

2. AT&T is interested in capturing the judgments people make of its new wireless cell phone services. Determine and justify what service attributes should be used to capture the performance of its wireless cell phone service. Design two scale measurements that would allow AT&T to accurately collect the data.

Reference no: EM131291073

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