BA/EC 311 - Quantitative Analysis - Fall 2021

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.

Stop here. Submit a copy of the component matrix that you used and your answers to the questions above. We will work the remainder of this problem in class. 

·         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.