ERIC Number: EJ972740
Record Type: Journal
Publication Date: 2011
Pages: 7
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-1052-8008
EISSN: N/A
An Innovative Excel Application to Improve Exam Reliability in Marketing Courses
Keller, Christopher M.; Kros, John F.
Marketing Education Review, v21 n1 p21-27 Spr 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 accuracy and item discrimination. The application both illustrates a theory of survey reliability and simultaneously can be used to practically improve marketing teaching. The application is implemented in Excel without macros and is freely available for download. (Contains 3 figures.)
Descriptors: Test Validity, Marketing, Test Reliability, Multiple Choice Tests, Test Items, Student Evaluation, Business Administration Education, College Instruction, Test Theory, Test Bias, Spreadsheets, Decision Support Systems, Computer Uses in Education, Surveys, Statistical Analysis
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Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A