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Paragraph Styles 2 . 1 1 . 1 . 1 . 1 2 . 1 3. 1 4 . 1 5 1 6 10 7 . 1 8 1 9 1 10 1 11 1 12 1.13 1 14 1 15 1 17 18 Following on from the previous situation, The analyst makes changes to the underlying scale items and then conducts an experiment where two different versions of the Loyalty scale are exposed to two comparable customer samples. Sample 1 was exposed to Scale 1 and Sample 2 was exposed to Scale 2. Each set of scale items were then aggregated into composite multi item Loyalty scales. Both scales met Cronbach Alpha requirements. Customers were segmented by value into three categories: High Medium and Low The descriptive results of the multi item scales are reflected below: Loyalty Scale Option 1 Loyalty Mean Median Standard MinimumMaximum Deviation" 4.96 5.00 0.56 3.80 5.60 Value High Low 4.49 4.40 0.76 3.20 6.40 Medium 4.41 4.40 0.82 3.20 6.20 Loyalty Scale Option 2 Loyalty Mean Median Standard MinimumMaximum Deviation High 4.98 4.72 1.25 1.20 6.20 Value Low 4.50 4.49 2.50 1.50 6.40 Medium 4.52 4.25 1.75 2.50 6.20 Which scale should the analyst use? Justify your answer. (Ctrl) - T 2 O

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