Assignment:
Q1. Identify and discuss the key issues a researcher should consider when choosing a scale for capturing consumers’ expressions of satisfaction.
Q2. 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.
Your answer must be, typed, double-spaced, Times New Roman font (size 12), one-inch margins on all sides, APA format and also include references.