Hello! I'm currently conducting a survey and an example of two of the questions I've asked participants include:
have they ever bought a product after reading a positive review?: (Yes/No)
have they ever not bought a product after reading a negative review?: (Yes/No)
For this part I want to analyse the effect of review tone (positive/negative) on intention to purchase (Yes/No). How would I analyse these questions accordingly? Would I use chi-square even if all participants answered both questions?
Any help would be much appreciated!
Hello Emily
Before developing any analysis:
1. The validity and reliability measures could be developed for the whole questionnaire or for each dimension of the questionnaire .
2. Reliability consists of several measures:
Item alpha reliability, Item alpha reliability if item deleted and split-half reliability assess the internal consistency of the items in a questionnaire – that is, do the items tend to be measuring much the same thing?
3. Several authors suggest employing the following four steps to effectively evaluate content validity: 1) identify and outline the domain of interest, 2) gather resident domain experts, 3) develop consistent matching methodology, and 4) analyze results from the matching task.
4. Several series of steps in which to follow when pursuing a construct validation study: 1) generate hypotheses of how the construct should relate to both other constructs of interest and relevant group differences, 2) choose a measure that adequately represents the construct of interest, 3) pursue empirical study to examine the relationships hypothesized, and 4) analyze gathered data to check hypothesized relationships and to assess whether or not alternative hypotheses could explain the relationships found between the variables.
5.Criterion validity refers to the ability to draw accurate inferences from test scores to a related behavioral criterion of interest. This validity measure can be pursued in one of two contexts: predictive validity or concurrent validity. In predictive validity, researchers are interested in assessing the predictive utility of an instrument.
Regards,
Zuhair
In addition, for practical side, please refer to:
· Landau, S. and Everitt, B. S.(2004). A Handbook of Statistical analyses using SPSS.
· Howitt, D. and Cramer, D.(2008). Introduction to SPSS.
· Z. A. Al-Hemyari and A. M. Al-Sarmi (2016). Validity and Reliability of Students and Academic Staff’s Surveys to Improve Higher Education. Educational Alternatives, Journal of International Scientific Publications, Vol.14, pp. 242-263.
Regards,
Zuhair
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