二、 當您在做量化研究時，選擇量表有哪幾種方式？又若沒有適合的量表可沿用，您要自行設計量表時，請說明量表建構的程序與過程？(25%)

三、 請閱讀下列文章，並回答下列問題： ※中英文作答皆可。 The focus of the world economy has continuously transformed from producing goods to offering quality services, as evidenced by the presence of over half of employment in most industrial countries in the service industry. The labor-intensive and service-oriented hospitality industry, which includes accommodation, entertainment, restaurants, and transportation, faces a great deal of competition to maintain and attract potential customers worldwide. Serving as an interface between organizations and external customers, customer-contact employees have a great influence on delivering desired organizational brand values and meeting the perceptions of customers’ expected service experiences. Previous studies have illustrated the effects of organizational contextual features (i.e. organizational climate) on employees’ decisions and behaviors, such as innovation, safety, and service climate. As such, the current study focused on the organizational brand-building process to differentiate an organization from its competitors to attain a competitive advantage. With the development of organizational brand climate, these dedicated service employees may not only provide excellent customer services, but also deliver unique brand experiences to reflect the desired organizational brand. To date, research is limited regarding the antecedents and consequences of organizational brand climate because few hotels place emphasis on connecting possible contextual factors to daily activities. As a result, this study will attempt to examine an organizational brand climate that characterizes as members’ shared perceptions concerning organizational practices, policies, and procedures on customer-contact employees’ branding behavior that provides hospitable services to customers by being courteous, responsible, and helpful in order to affect customers’ perceived service quality and satisfaction with the organization within a hospitality context. Questions: 1. A brief description of the research question of interest for your study. Include a clear statement of the specific research question(s) that the study will answer. (10%)

2. A description of the study’s design (e.g., experimental, quasi-experimental, observational, etc.). (10%)

3. Briefly describe how you will show causality. How will you attempt to prove that the independent variables did cause the change in the dependent variable? (10%)

4. Indicate whether you would use a within-subject and /or between-subject design (if applicable). (10%)

5. How you will define, operationalize and measure the dependent variables. (5%)

6. An example of how the subjects will be selected and how they will be assigned to experimental treatments. (5%)

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