1) These question identify the stress indicator the moment consumer is getting i
ID: 373092 • Letter: 1
Question
1) These question identify the stress indicator the moment consumer is getting in for the shopping e.g parking, shopping, help, and coming out. Thus they look sufficient overall to measure the consumer attitude. While Checkout process might come out as satisfactory due to the less efforts from customer side except for waiting in long cues for the billing but overall checkout will not be that much problem and has chances to come out as positive indicator.
2) Stress Score = Average of composite Scale Score = 7+5+8+6 / 4 = 4.5
3) No because all the items are focusing on the one parameter, Stress. Stress is measured in different scenarios but in a way that will be inline only and in same manner. So no need to reverse code any of the item.
Explanation / Answer
Look at the responses to the following survey items that describe how stressful consumers believed a Christmas shopping trip was using a ten-point scale ranging from 1 (= no stress at all) to 10 (= extremely stressful):
How stressful was finding a place to park? 7
How stressful was the checkout procedure? 5
How stressful was trying to find exactly the right product? 8
How stressful was finding a store employee? 6
i. Can these questions be used to create an index scale of the attitudes of consumers regarding Christmas shopping? Would any one item be satisfactory in measuring this attitude or behavior?
ii. What would be the stress score for this respondent based on an average composite scale score?
iii. Do any items need to be reverse coded? Why or why not?
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