Question

Q1: Comment on the validity and reliability of the following:

a. A respondent’s report of an intention to subscribe to Consumer Reports is highly reliable. A researcher believes this constitutes a valid measurement of dissatisfaction with the economic system and alienation from big business.

b. A general-interest magazine claimed that it was a better advertising medium than television programs with similar content. Research had indicated that for a soft drink and other test products, recall scores were higher for the maga- zine ads than for 30-second commercials.

c. A respondent’s report of frequency of magazine reading consistently indicates that she regularly reads Good House- keeping and Gourmet and never reads Cosmopolitan.

Q2: How is it that business researchers can justify treating a seven- point Likert scale as interval?

Answer 1

a. A respondent’s report of an intention to subscribe to Consumer Reports is highly reliable. A researcher believes this constitutes a valid measurement of dissatisfaction with the economic system and alienation from big business.

Validity: There is face validity regarding the consumer reports as these reports are the one which are highly valued in industry. There is subjective agreement in industry regarding the scale on which consumer reports are measured. This will also have criteria validity as consumer reports normally work on common criteria which most of business focusses. While it will have all the above mentioned validity but it wouldn't have convergent validity

Reliability: These would be valid but not reliable as criteria and audience target may or may not represent same set of audience on which business is focussing.

b. A general-interest magazine claimed that it was a better advertising medium than television programs with similar content. Research had indicated that for a soft drink and other test products, recall scores were higher for the maga- zine ads than for 30-second commercials.

Reliability: Both of advertisement measure can be termed as reliable but tv commerical would be best option if we are focussing multiple segment for sales. Television commercial will have reach to every group of people while newspaper is limited to segment of people only.

Validity: There is no validity in terms of any advertisement as they create impression but doesn't last long but stays in mind of customer base.

c. A respondent’s report of frequency of magazine reading consistently indicates that she regularly reads Good House- keeping and Gourmet and never reads Cosmopolitan.

Validity: In terms of validity this can be considered under face validity as there could be subjective agreement among the industry regarding the scale taken here which is cosmopolitan Vs other magzine

Relaibilty: This couldn't be considered as reliable as details are not available regarding any information source which provided information