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Research and locate three scholarly survey instruments

Resources: Taxonomy Template (page 2-3) Survey Instrument Taxonomy Example (pages 4-7)
And Conceptual Framework assignment (pages 8-13)

Research and locate three scholarly survey instruments designed to measure relationship marketing variables, such as customer satisfaction, referrals, service quality, and leadership, related to your Conceptual Framework assignment(pages 8-13).

Utilize the Taxonomy Template on (page 2-3)
Utilize the Taxonomy Template Example (pages 4-7) to assist you with the assignment

Create taxonomy, describing and analyzing the effectiveness of each instrument. An example of a completed taxonomy is on the student website for reference.


Solution Preview

The response addresses the queries posted in 2302 words.

//The following table is evaluating the specific tool related to relationship marketing. The tool used for this purpose under the journal articles is SOCO Scale, which is mainly used to determine relationship between consumer and salesperson through the inclusion of the service quality aspects.//

Instrument's Name
SOCO Scale

Germinal Author(s)
Robert Saxe and Barton A. Weitz (1982)

Variable(s) Measured
·Ability of Sales people to serve customers

·Quality of Customer-Sales person relationship

·Sales effectiveness

·Long-Term Customer Satisfaction

·Customer need assessment

Number of Items
· 24 items

· 9 point Soco Scale

· 1= Never; 7= Always

Item Phrasing


· Do not include screen shots of item phrasing since doing so would be a copyright violation.

· Since this information is quoted directly, include a full citation - including a page or paragraph number where the phrasing can be located.

Below is the exact phrasing of SOCO Scale's 24 items given by Robert Saxe and Barton A. Weitz (1982, pp. 345-346). The questions under this survey are asked twice in positively stated items and negatively stated items.

Positively Sated Items

I try to help customers achieve their goals.
I try to achieve my goals by satisfying customers.
A good salesperson has to have the customer's best interest in mind.
I try to get customers to discuss their needs with me.
I try to influence a customer by information rather than by pressure.
I offer the product of mine that is best suited to the customer's problem.
I try to find out what kind of product would be most helpful to a customer.
I answer a customer's question s about product as correctly as I can.
I try to bring a customer with a problem together with a product that helps him solve that problem.
I am willing to disagree with a customer in order to help him make a better decision.
I try to give customers an accurate expectation of what the product will do for them.
I try to figure out what a customer's needs are.

Negatively Stated Items

I try to sell a customer all I can convince him to buy, even if I think it is more than a wise customer would buy.
I try to sell as much as I can rather than to satisfy a customer.
I keep alert for weaknesses in a customer's personality so I can use them to put pressure on him to buy.
If I am not sure a product is right for a customer, I will still apply pressure to get him to buy.
I decide what products to offer on the basis of what I can convince customers to buy, not on the basis of what will satisfy them in the long run.
I paint too rosy a picture of my products, to make them sound as good as possible.
I spend more time trying to persuade a customer to buy than I do trying to discover his needs.
It is necessary to stretch the truth in describing a product to a customer.
I pretend to pretend with customer to please them.
I imply to a customer that something is beyond my control when it is not.
I begin the sales talk for a product before exploring a customer's need with him.
I treat a customer as rival.


Coefficient Alpha=.83
Correlation .67


Content Validity-clearly representative (p. 347)
Convergent and Discriminant validity=.56 (p. 347)
Known Group Validity= Highly Effective (p. 347)

Reference #1
Saxe, R. & Weitz, B. A. (1982). The SOCO Scale: A Measure of the Customer Orientation of Salespeople. Journal of Marketing Research, 19.pp. ...

Solution Summary

The response addresses the queries posted in 2302 Words, APA References.