Assignment:
Question 1. Identify and explain four reasons why respondents are unwilling to answer specific questions.
Question 2. How would you assess the construct validity of a multi-item scale? Identify and discuss the issues you would address in this process.
Question 3. 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.
References:
Malhotra, N. K. (2010). Marketing research: An applied orientation (6th ed.). Upper Saddle River, NJ: Prentice Hall.