The trust scales that we developed were for the
managers of a cotton marketing cooperative called Staplcotn located in Greenwood, Mississippi. (Incidentally, staple
cotton is a type of cotton fiber, hence the name of the company). As a part of
that research, at the last minute we were asked to develop some questions to
measure how members of the cooperative felt about the organization’s marketing
programs. Because of time constraints, we were not able to properly develop
these questions (like we did for the trust scales). Instead we just asked
management to tell us about some of the activities they engaged in that were
part of their marketing program. These eight questions are listed below, along
with the instructions that were given to the respondents.
Here’s a little background on the Staplcotn
cooperative. It is has about 8,000 members in 11 states. In addition to its
headquarters in Greenwood, MS, they also operate regional offices in those 11
states staffed by employees known as cotton specialists.
Because the questions below were not developed based
on theory, we really didn’t know what they might measure. With this assignment
you’ll need to work backwards. Instead of having theory driven scale items that
we know what they are intending to measure, here you’ll need to factor analyze
the questions and then see what we appear to have measured.
·
REQUIRED (THE DATA FILE IS PROVIDED BELOW):
·
Factor analyze
all of the marketing questions together. Do these questions appear to measure a unidimensional
or multidimensional marketing construct? How do you know?
·
How would you
describe each dimension? You’ll need to look at the wording of the questions
that make up each dimension and see if you can discern what each one seems to
be asking that is similar or related to the other questions within the same
dimension.
·
For each scale that
you have identified with at least three items, use that scale to measure the
construct that you have found (give it the name that you identified above).
Calculate the univariate statistics. NOTE: This is an exploratory study, so you shouldn't be concerned about cross-loading.
·
Write a report that summarizes your findings. Be
sure to also include a copy of the SPSS output that you used in your analysis.
Scale to Measure Perceived Importance of Marketing
Programs
INSTRUCTIONS: Many co-ops engage in a variety of
activities to provide information and feedback to their members. In answering these questions, consider how
you feel about these activities as they pertain to Staplcotn, rather than your
feelings about these activities in general. (Questions were answered using a
7-point Likert-type scale).
MKT1. How do you rate the importance of
Staplcotn’s magazine, StaplReview?
MKT2. How do you rate the importance of the
grower meetings held in your region?
MKT3. How do you rate the importance of
Staplcotn’s office in your region?
MKT4. How do you rate the importance of
personal contact with a cotton specialist in your region?
MKT5. How do you rate the importance of the
year end financial statement information that Staplcotn provides to you?
MKT6. How do you rate the importance of an
annual membership meeting held in Greenwood, MS?
MKT7. How do you rate the importance of
having a representative from your region on the Staplcotn Board of Directors?
MTK8. How do you rate the
importance of the involvement in your local community by your region’s cotton
specialists?
Also at the last minute, we were ask to develop a set
of questions to measure how the cooperative members felt their membership had
impacted their farm financially and how satisfied they were with their
cooperative membership. These questions are provided below. Given time
constraints, we were not able to properly develop these questions. Instead, we
just used our own judgment in developing the eight questions. Again, you’ll
need to work backwards and see if you can figure out from the data analysis
what scale these questions are measuring.
·
REQUIRED:
·
Factor analyze
all of the PS (performance and satisfaction) questions at once. Do these questions appear to measure a unidimensional
or multidimensional construct? How do you know?
·
How would you
describe each dimension? You’ll need to look at the wording of the questions
that make up each dimension and see if you can discern what each one seems to
be asking that is similar or related to the other questions within the same
dimension, but different from the questions in the other dimension.
·
For each scale that
you have identified with at least three items, use that scale to measure the
construct that you have found (give it the name that you identified above).
Calculate the univariate statistics.
·
Write a report that summarizes your findings. Be
sure to also include a copy of the SPSS output that you used in your analysis.
Scale to Measure Performance and Satisfaction
INSTRUCTIONS: With these questions, we’re interested
in how your membership in Staplcotn has affected the financial performance of
your farm and how satisfied you are with your membership in Staplcotn.
(Questions were answered using a 7-point Likert-type scale).
PS1. My Staplcotn membership has resulted in
increased profits.
PS2. My Staplcotn membership has resulted in
increased sales revenue.
PS3. Overall, I am satisfied with the results
of my Staplcotn membership.
PS4. Overall, Staplcotn has failed to meet my
expectations.
PS5. Overall, I am getting what I bargained
for when I joined Staplcotn.
PS6. I have viable alternatives but I have
chosen to remain with Staplcotn.
PS7. I would like to leave
Staplcotn, but I feel I’m better off staying.
PS8. I wish I could accomplish my
objectives without being a member of Staplcotn.