Read the "Marketing Research in Action" case analysis "What You Can Learn for a Customer Loyalty Index?"

Exercise-

1. In your judgment, what level of scale design would be the most appropriate in creating the necessary scale measurement for collecting primary data on each construct?

2. For each construct, design an example of the actual scale measurement that could be used by Burke, Inc., to collect the data.

3. What are several weakness associated with how Burke, Inc., measured its Secure Customer Index (SCI)? Make sure you clearly each weakens and explain why you feel it is a weakness.

4. If you were the lead researcher, what type of scale measurement would you have used to collect the needed data for calculating SCI? Why? Write some scale measurements you would use.

5. Do you agree or disagree with the Burke, Inc., interpretation of the value they provide their clients using the Customer Loyalty Index? Support your response.