Constructing Marketing Examinations that are Reliable and Valid Measures of Student Performance
Marketing and Professional Sales
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.
Ohanian, Roobina, Armen Tashchian, and Larry H. Beard. "Constructing Marketing Examinations that are Reliable and Valid Measures of Student Performance." Marketing Education Review 2.1 (1992): 14-20. Print.