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Cronbach's Alpha Case Study

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Cronbach’s Alpha indicates a reliable scale if the alpha is higher than 0.7 or researchers may accept as lower as 0.6 (Hair et al., 1998). For this study the Cronbach Alpa was calculated category wise for all five products and the mean score was calculated. The questionnaire was found to be fairly consistent. To measure Top of the mind brand awareness, the respondents were asked to write the first brand name that came to their mind on reading the given product category. To measure Brand Awareness of the select five products, a three itemized, scale was used. To measure Attitude towards Brand, a three itemized scale was used. To measure advertisement awareness of the select TV advertisement the respondents were first asked if they had seen the TV advertisement of the select products, by saying a Yes or a No. After knowing the unaided …show more content…

A total of 512 questionnaires (Ahmedabad- 245, Baroda-146, Rajkot – 87, Patan - 34) were found fit for the research. Questionnaire method was used to collect primary data from the respondents. As the study required responses of people who view TV regularly and keeping in mind the target market of selected personal care products the questionnaire was given to young college students, who were willing to fill up the questionnaire. The age composition of the selected sample was between 17 years to 23 years. The gender composition was also almost equally distributed, with 54% men and 46% females. To ensure that the respondent understands the questions and can answer them accurately the data was collected in person by giving required instructions to them. 3.7 Data Analysis: Data analysis was done using SPSS software. The TV viewing habits and the top of the mind awareness of the sample are explained by making frequency distribution charts. Comparison of aided and unaided advertisement awareness is done with the help of cross tabulation. For hypothesis testing following methods were

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