At least 1 paragraph describing the results of Cronbach’s Alpha for Market Maven items (q10_1 through q10_4) to form a Total Market Maven Score
At least 1 paragragh describing the results of Cronbach’s Alpha for Innovativeness items (q10_5 through q10_10) to form a Total Innovativeness Score.
At least 1 paragraph describing the results of Cronbach’s Alpha for Opinion Leadership items (q10_11 through q10_13) to form a Total Opinion Leadership Score.
What is a semantic differential scale? For what purposes is this scale used?
Describe the Likert Scale?
What are the differences between the Staple scale and the semantic differential scale? Which scale is more popular?
What are the major decisions involved in constructing an itemized rating scale?
How many scale categories should be used in an itemized rating scale and why?
Should an odd or even number of categories be used in an itemized rating scale?
How do the nature and degree of verbal description affect the response to itemized rating scales?
What is reliability?
What are the difference between test-retest and alternative forms reliability?
Describe the notion of internal consistency reliability?
What is validity?
What is criterion validity? How is it assessed?
How would you assess the construct validity of a multi-item scale?
What is the relationship between reliability and validity?
How would you select a particular scaling technique?