Look at the responses to the following survey items that
Look at the responses to the following survey items that describe how stressful consumers believed a Christmas shopping trip was using a ten-point scale ranging from 1 (= no stress at all) to 10 (= extremely stressful):
a. How stressful was finding a place to park?
b. How stressful was the checkout procedure?
c. How stressful was trying to find exactly the right product?
d. How stressful was finding a store employee?
i. What would be the stress score for this respondent based on a summated scale score?
ii. What would be the stress score for this respondent based on an average composite scale score?
iii. Do any items need to be reverse-coded? Why or why not?
iv. How could the concept of split-half reliability be applied using a sample of 100 respondents who gave answers to these four questions?
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