Question 1: Below is some SPSS output, which shows the results of testing a construct called "Overall Satisfaction with Brand X."

(a) Explain clearly what type of analysis this is, exactly what it is testing, and what output it provides.

(b) If you were the researcher who was given this output, what would you do next? Why?

(c) What evidence is there in this output to support this course of action?

R E L I A B I L I T Y A N A L Y S I S - S C A L E (A L P H A)

1. Q18A I am very satisfied with Brand X

2. Q18B Brand X met my needs

3. Q18C I am pleased with my purchase of Brand X

4. Q18D My decision to buy Brand X was a wise one

5. Q18E Brand X performed to my expectations

Mean Std Dev Cases

1. Q18A 5.0361 1.6075 194.0

2. Q18B 5.7629 1.3410 194.0

3. Q18C 5.2887 1.4958 194.0

4. Q18D 5.1392 1.7204 194.0

5. Q18E 5.4588 1.4614 194.0

Correlation Matrix

Q18A Q18B Q18C Q18D Q18E

Q18A 1.0000

Q18B .7419 1.0000

Q18C .6981 .7420 1.0000

Q18D .5434 .5062 .6064 1.0000

Q18E .7340 .7115 .7118 .6772 1.0000

R E L I A B I L I T Y A N A L Y S I S - S C A L E (A L P H A)

N of Cases = 194.0

N of

Statistics for Mean Variance Std Dev Variables

Scale 26.6856 42.4654 6.5165 5

Inter-item

Correlations Mean Minimum Maximum Range Max/Min Variance

.6673 .5062 .7420 .2358 1.4659 .0069

Item-total Statistics

Scale Scale Corrected

Mean Variance Item- Squared Alpha

if Item if Item Total Multiple if Item

Deleted Deleted Correlation Correlation Deleted

Q18A 21.6495 26.8713 .7806 .6500 .8802

Q18B 20.9227 29.3670 .7774 .6674 .8831

Q18C 21.3969 27.6603 .7988 .6538 .8765

Q18D 21.5464 27.6377 .6561 .4938 .9109

Q18E 21.2268 27.5752 .8310 .6937 .8701

Reliability Coefficients 5 items

Alpha = .9051 Standardized item alpha = .9093