What exactly is respect, and how do you measure it? Can you measure it? Surveys

and research say "yes", and this week's assignment offers an example.

The final product will be a paper that is:

2 - 3 double-spaced, APA formatted pages; and a. Includes at least two (2) references to this week's materials.

The requirement for your assignment is to simply respond to the "Snapshot" article below!

>snapshot Measuring Respect Campbell-Ewald, an award-winning integrated communications disagree). Using analysis of the results, Campbell-Ewald vali- agency headquartered in Detroit, believes it is good business dated the relevance of its five "People Principles," which, in turn, to treat customers with respect-and the agency can prove it. have helped clients like General Motors, Continental Airlines, and As part of a major research initiative to discover why customer Farmers Insurance incorporate respectful behavior into their busi- relationship management (CRM) solutions were falling short of ness practices. The five "People Principles" of respect are: expectations, Campbell-Ewald mailed more than 5,000 surveys . Appreciate me. to adults 18 or older who were customers in each of three busi- . Intentions don't matter; actions do. ness sectors: insurance, automotive, and retail. The goal? To an- . Listen; then you'll know what I said. swer the question "Does respect influence customer loyalty and, . It's about me, not about you. thereby, purchasing?" With partner research company Synovate . Admit it-you goofed! and Campbell-Ewald clients, three surveys were developed. Each included 27 to 29 attitudinal statements that queried the adults How would you operationalize the construct of respect? on how they defined respect and the importance of respect To learn more about this research, read the case: "Campbell- to purchase behavior in each sector. Customers responded to Ewald: R-E-S-P-E-C-T Spells Loyalty." the statements using a 5-point scale (strongly agree to strongly www.campbell-ewald.com; www.synovate.com