GSM 5114 ~ FINAL EXAMINATION3
Assuming the researcher is interested to examine how the feelings or experiences of each subjectaffect his/her decision to buy and the amount spent, develop TWO questionnaire items to beused to measure the subject’s feelings or experiences.1.
I feel more comfortable talking to the retail employee who is professionally dressed.2.
I am likely to spend more if the retail employee adopts a persistent and aggressiveapproach in selling items to me.(Likert scale: strongly agreed ……………………..strongly disagreed)c.
Comment the appropriateness of the use of experimental design in this study from the viewpointof internal and external validity.The experimental approach allows researcher to have better control over the research settingand extraneous variables that may influence the decision variable. Thus, the experimental studyhas high internal validity which means that the variance in the dependent variable is explained bythe experimental variable, and a causal relationship can be established. However, there is atradeoff with respect to external validity, which is the accuracy with which the experimentalresults can be generalized beyond the experimental subjects. Nevertheless, the results of the labexperiments could be later validated by some field tests. The use of student surrogates may alsodiminish external validity, unless the students are representative of the type of clientele (young &educated) that the retail store caters for.
A business consulting firm which specialises in start-up companies and those involved in technologyinnovation, conducted an online survey into the attitudes of financiers, investors and venture capitalistswith regard to the importance of technology for start-up companies and the types of business ideas thatinvestors are looking for when deciding on whether to finance these start-ups. The main question askedin the survey was:
Do you believe that unique technology is crucial to the success of start-up companies? 1.
The remainder of the survey asked for reasons why technology is important for start-ups and invitedcomments from the respondents.Required:a.
Evaluate on the rating scale used for the question in this survey.The rating scale is a 5-point semantic differential scale with clear labels for categorisation. Thescale has no neutral point and hence, is an unbalanced scale that does not allow respondent tobe indifferent. The 5-point rating scale is a more sensitive measure than a binary scale that