Constructing Marketing Examinations that are Reliable and Valid Measures of Student Performance

Authors

Roobina Ohanian, Emory University
Armen Tashchian, Kennesaw State UniversityFollow
Larry H. Beard, Emory University

Department

Marketing and Professional Sales

Document Type

Article

Publication Date

Spring 1992

Abstract

Proposes a simple and systematic six-step procedure for constructing marketing examinations that are reliable and valid measures for student performance. Methodology for developing valid examination questions; Example of item analysis and interpretation of a sample quiz; Summary and conclusions.