MKTG 3511 Measurement Scale

I’m working on a Excel exercise and need support.

Answer the questions in the docx, complete the excel according to the requirements in the document, and answer the questions.

1.Consider the following survey question asked in person.

“How many drinks do you typically have when going out?”

a.What are some potential sources of respondent errors for this question? (List at least 2) Be specific.

b.Which of the listed errors are systematic? Which are random? Why?

c.How would you change the phrasing and/or way in which this question is asked to decrease the potential for biases?

2.Use the following class survey questions for this question

(1) “I wish I spent more time on social media”

(2) “I wish I spent less time on social media”

a.Transform “I wish I spent more time on social media” using reverse coding (7 becomes 1, 1 becomes 7, etc.).

b.Compute the Cronbach’s alpha for the computed reverse coded variable and the second variable (“wish I spend less time”). What is it?

c.Do these 2 variables reliably measure the same thing? If so, what would you call this underlying concept, why? If not, why do you think these questions do not measure the same thing?

3.Use the following class survey questions for this question

(1) “I have acquired a lot of new knowledge in college.”

(2) “I have acquired many new marketable skills in college.”

(3) “How much do you expect to make a year in your first job after graduation?”

a.Compute Cronbach’s alpha for the first 2 variables. What is it?

b.Do these 2 variables reliably measure the same thing? Use .6 as a cutoff.

c.Assume these 2 variables do measure the same thing, compute an average index of the 2 variables. What would you call the concept this index measures?

d.What do you expect to be the relationship between this index and the 3rd variable? Explain.

e.Run a regression to test this hypothesis. What did you find?

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