A Consumer Who Is Hired by Another to Provide Input

question 73

Multiple Choice

A consumer who is hired by another to provide input into a purchase decision is known as a(n) _____.

• A) opinion leader
• B) market maven
• C) conscientious consumer
• D) surrogate consumer

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Definitions:

Internal Consistency

The degree of reliability within a test—the extent to which different parts of the same test yield the same results.

Split-Half Reliability

A measure of internal consistency, often ascertained by comparing responses on odd-numbered test items with responses on even-numbered test items and seeing if the scores for these responses are correlated.

Coefficient Alpha

A method for evaluating internal consistency, calculated by averaging the intercorrelations of all the items on a given test. The higher the coefficient alpha, the higher the internal consistency.