6. AT&T is interested in capturing the judgments people make of its new mobile phone services. Determine

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6. AT&T is interested in capturing the judgments people make of its new mobile phone services. Determine and justify what service attributes should be used to capture the performance of its mobile phone service.

Design two scale measurements that would allow AT&T to accurately collect the data.

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ISE Essentials Of Marketing Research

ISBN: 9781260575781

5th International Edition

Authors: Joseph F. Hair, David J. Ortinau, Dana E. Harrison

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