Assignment on Evaluating a Questionnaire and Data Analysis

Part One – examining the questionnaire

This assignment takes place in two parts. Part One focuses on evaluating a questionnaire. Part Two focuses on analyzing the data collected by the questionnaire. In a separate document, answer all questions contained within both parts of this assignment, and submit your responses via Blackboard by Friday, April 3rd, at 11:59pm. A rubric is printed at the bottom of this assignment file.

This assignment asks you to read the case study of Dell, Inc., which is printed in the document, Assignment 3 – Dell research survey.pdf. Read this case study carefully.

The last four pages of the case study shows the research questionnaire administered by Dell, Inc. to address the problems presented in the case study. Examine this questionnaire carefully. 

Next, answer the following questions about the questionnaire:

(a) Q1, Q12, and Q13 all use ordinal scales. Re-write these items so that the variables are measured as ratio scales.

(b) Examine Q4, Q5, and Q6. Presumably, all three items measure the same construct: satisfaction/loyalty. Assuming that the researcher would like to average the scores from this multi-item scale, what fatal measurement flaw prohibits them from being able to average the scores for all three items? (bonus question, worth three bonus points: of the three items, which could be averaged together in their current state?) 

(c) Examine Q8 and Q10. Identify one weakness of the scale that limits the researcher’s ability to interpret how different participants may or may not respond to the items the same as other participants.

The second part of this assignment asks you to examine the actual data collected by Dell, Inc., using the questionnaire that you evaluated in Part One. This data is located in the file, Assignment 3 – data exercise – Dell research final data.sav. Open this file in SPSS, using the Virtual SINC system to access SPSS (if you need a refresher on how to do this, re-visit the Zoom videos that I made about accessing SPSS and opening data files in Virtual SINC).

Next, address the following problems:

1.Describe the sample by reporting the appropriate descriptive statistics for gender, age, household income, and level of school education. 

2.Sum up the Market Maven items (q10_1 to q10_4) to calculate a Total Market Maven Score for each participant. After that, report the overall sample mean and standard deviation for this Market Maven Scale. 

3.Average the items making up the Innovativeness scale (q10_5 to q10_10). Then, report the overall sample mean and standard deviation for the innovativeness scale. 

4.Recode the respondents based on total hours per week spent online (Q1) into two groups: 5 hours or less (light users) and 6 hours or more (heavy users). Calculate the frequencies for that new variable and interpret the results. 

5.Create a new variable that calculates how many things people have ever done online based on q2_1 to q2_7. Run a frequency distribution of that new variable and interpret the results. 

6.Cross-tabulate the variable you created in question #4 above (light vs. heavy internet users) with “gender” (q14). Interpret the results.