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An Innovative Excel Application to Improve Exam Reliability in Marketing Courses
ARTICLE

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Marketing Education Review Volume 21, Number 1, ISSN 1052-8008

Abstract

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.)

Citation

Keller, C.M. & Kros, J.F. (2011). An Innovative Excel Application to Improve Exam Reliability in Marketing Courses. Marketing Education Review, 21(1), 21-27. Retrieved October 16, 2019 from .

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