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An Innovative Excel Application to Improve Exam Reliability in Marketing Courses
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Keller, Christopher M.; Kros, John F. – Marketing Education Review, 2011
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…
Descriptors: Test Validity, Marketing, Test Reliability, Multiple Choice Tests