you will continue with the marketing research process for the scenario that was mentioned in group assignments 1 and 2. ( i will upload the files). Stay relevant to the topic and do not go online searching; you don’t need any outside knowledge to answer the questions; everything is in the slides and the lecture videos.
Consider the scenario mentioned in Group assignments 1 and 2. In task 1 we identified a “problem” and designed a “research problem” using a box-and-arrow diagram. In task 2 we moved forward and designed a research study, identified the factor/ independent variable (IV), factor levels & the dependent variable (DV) and looked at the experimental design of the research study using “X’’s and “O’s”. Now, before we launch the study and collect data, we need to create measures for our dependent variables and out manipulations. These measures will help us to check if our manipulation (e.g. i) increasing discount on items to 20% from 10% OR ii) made employees go through a training program that is supposed to change their attitude in a positive way like making them more responsive, helping out customers more, etc. OR iii) cleaned up the stored front and employ more cleaning staff OR iv) recruited a security guard and put more light in the parking area, etc.) have led to a change in the dependent variable measure (for example i) increase in purchase intention OR ii), iii) & iv) increase in customer satisfaction). Now consider the research model provided in group assignment 2 and answer the question below.
here is your task :
1) Create a multiple items scale (at least 4) to measure ‘customer satisfaction’ with 2 ‘Likert type items’ and 2 ‘Semantic differential items’. Also, the items you provide should not be same as measures of customer satisfaction that are already available online and commonly used in the literature. e.g. of a Likert type item measuring customer satisfaction.
Please state your agreement with the following item:
I feel happy to shop at the store.
Strongly agree strongly disagree
1 2 3 4 5 6 7 8 9
don’t use this scale, this was just for illustration. i will upload the instruction file so this scale will be more clear.