INSTRUCTIONS
In a separate Word document, for deliverables 1–3, please provide at least 1 well-crafted
paragraph describing the managerial implications for the results of each Cronbach alpha
statistical test you perform in Assignment Deliverable 4 of SPSS Quantitative Assignment 3.
For Deliverable 4, please refer to the Malhotra (2019) textbook.
Upload this document into the submission link and title your submission accordingly
(LastName_BUSI614_Section#_Qualitative3).
Assignment Deliverables:
1. At least 1 paragraph describing the results of Cronbach’s Alpha for Market Maven items
(q10_1 through q10_4) to form a Total Market Maven Score.
2. At least 1 paragraph describing the results of Cronbach’s Alpha for Innovativeness items
(q10_5 through q10_10) to form a Total Innovativeness Score.
3. At least 1 paragraph describing the results of Cronbach’s Alpha for Opinion Leadership
items (q10_11 through q10_13) to form a Total Opinion Leadership Score.
4. Answer the following exercise questions found at the back of Chapter 9 in your textbook:
1–7, 9, and 12–19.
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