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Ebook Essentials of marketing research (4th edition): Part 2

(BQ) Part 1 book "Essentials of marketing research" has contents: Measurement and scaling, designing the questionnaire, communicating marketing research findings, basic data analysis for quantitative research, qualitative data analysis, preparing data for quantitative analysis,.and other contents. | This page intentionally left blank Measurement and Scaling Chapter 7 Learning Objectives  After reading this chapter, you will be able to: 1. Understand the role of measurement in marketing research. 2. Explain the four basic levels of scales. 3. Describe scale development and its importance in gathering primary data. 4. Discuss comparative and noncomparative scales. Santa Fe Grill Mexican Restaurant: Predicting Customer Loyalty About 18 months after opening their first restaurant near Cumberland Mall in Dallas, Texas, the owners of the Santa Fe Grill Mexican Restaurant concluded that although there was another Mexican theme competitor located nearby (Jose’s Southwestern Café), there were many more casual dining competitors within a 3-mile radius. These other competitors included several well-established national chain restaurants, including Chili’s, Applebee’s, T.G.I. Friday’s, and Ruby ­ uesday, which also offered some Mexican food items. Concerned with T growing a stronger customer base in a very competitive restaurant environment, the owners had initially just focused on the image of offering the best, freshest “made-from-scratch” Mexican foods possible in hopes of creating satisfaction among their customers. Results of several satisfaction surveys of current customers indicated many customers had a satisfying dining experience, but intentions to revisit the restaurant on a regular basis were low. After reading a popular press article on customer loyalty, the owners wanted to better understand the factors that lead to customer loyalty. That is, what would motivate customers to return to their restaurant more often? To gain a better understanding of customer loyalty, the Santa Fe Grill owners contacted Burke’s (www.burke.com) Customer Satisfaction Division. They evaluated several alternatives including measuring customer loyalty, intention to recommend and return to the restaurant, and sales. Burke representatives indicated that customer loyalty directly