Measures of survey reliability are commonly addressed in marketing courses. One statistic of reliability is "Cronbach's alpha." This paper presents an application of survey reliability as a reflexive application of multiple-choice exam validation. The application provides an interactive decision support system that incorporates survey item…

Decision makers have always relied on a mixture of qualitative and quantitative information. Recently, two technological tools--spreadsheets and the Internet--have dramatically altered how decision makers analyze quantitative information, thus necessitating curriculum changes in programs to prepare students to use these tools effectively. Harvard…