Unit V Assignment

Question 6

Identify and explain four reasons why respondents are unwilling to answer specific questions.

Question 7

How would you assess the construct validity of a multi-item scale? Identify and discuss the issues you would address in this process.

Question 8

Visit the web site of one of the online marketing research firms listed in Table 1.2 of the textbook. Locate a questionnaire being currently administered at this site. Critically analyze the questionnaire using the principles discussed in this unit.

Reference

Malhotra, N. K. (2010). Marketing research: An applied orientation (6^th ed.). Upper Saddle River, NJ: Prentice Hall.

Question are in relation to chapters 9 & 10 of the texted book.