Multiple-choice question examinations and their incorporation of questions accompanying introductory marketing texts are common. Within the framework of a standard hierarchy of learning taxonomy, this study investigates the validity of the typology classifying the questions accompanying one of the most widely adopted texts.
Get full access to this article
View all access options for this article.
References
1.
Aiken, L. R. (1982). "Writing Multiple-Choice Items to Measure Higher-Order Educational Objectives."Educational and Psychological Measurement, 42 (Spring): 803-806.
2.
Anastasi, A. (1968). Psychological Testing. 3d ed.London: Macmillan.
3.
Angoff, W. H. , and A. T. Sharon (1974). "The Evaluation of Differences in Test Performance."Educational and Psychological Measurement, 34 (Fall): 807-816.
4.
Angoff, W. H. , and H. S. Dyer (1971). "The Admission Testing Program." In The College Board Admissions Testing Program, edited by W. H. Angoff. New York: College Entrance Examinations Board, pp. 1-13.
5.
Beckman, M. D. , D. L. Kurtz, and L. E. Boone (1988). Foundations of Marketing. Toronto: Holt, Rinehart, and Winston.
6.
Bennett, Peter D. (1988). Marketing. New York: McGraw-Hill.
7.
Berkowitz, E. N. , R. A. Kerin, and W. Rudelius (1986). Marketing. St. Louis: Mosby College Publishing.
8.
Bloom, B. S. , M. D. Englehart, E. J. Furst, W. H. Hill, and D. R. Krathwohl (1956). Taxonomy of Educational Objectives, Handbook I: Cognitive Domain. Edited by B. S. Bloom. New York: Longman.
9.
Campbell, A. C. (1961). "Some Determinants of the Difficulty of Classification Items."Educational and Psychological Measurement, 21 (Fall): 899-913.
10.
Cravens, D. W. , and R. B. Woodruff (1988). Marketing. Homewood, IL: Richard D. Irwin.
11.
Cureton, Edward E. (1957). "The Upper and Lower Twenty-Seven Per Cent Rule."Psychometrika, 22 (September): 293-296.
12.
Dick, W. , and N. Hagerty (1971). Topics in Measurement. New York: McGraw-Hill.
13.
Dudycha, A. L. , and J. B. Carpenter (1973). "Effects of Item Format on Item Discrimination and Item Difficulty."Journal of Applied Psychology, 68 (August): 116-122.
14.
Duncan, G. T. , and E. O. Milton (1978). "Multiple Answer Multiple-Choice Test Items: Responding and Scoring through Bayes and Minimax Strategies."Psychometrika, 43 (Winter): 43-57.
15.
Dunn, T. F. , and L. G. Goldstein (1959). "Test Difficulty, Validity, and Reliability as Functions of Selected Multiple-Choice Item Construction Principles."Educational and Psychological Measurement, 19 (Winter): 171-179.
16.
Evans, J. R. , and B. Berman (1990). Marketing. New York: Macmillan.
17.
Frank, R. E. (1966). "Use of Transformations."Journal of Marketing Research, 3 (August): 247-253.
18.
Frederikson, N. (1984). "The Real Test Bias: Influences of Testing on Teaching and Learning."American Psychologist, 39 (March): 193-202.
19.
Gay, L. R. (1980). "The Comparative Effects of Multiple-Choice versus Short-Answer Tests on Retention."Journal of Educational Measurement, 17 (Fall): 45-50.
20.
Green, K. E. (1983). "Subjective Judgement of Multiple Choice Item Characteristics."Educational and Psychological Measurement, 43 (Summer): 663-671.
21.
Gronlund, N. E. (1985). Measurement and Evaluation in Teaching. New York: Macmillan.
22.
Guilford, J. P. (1964). Psychometric Methods. 2d ed.New York: McGraw-Hill.
23.
Hopkins, K. D. , and J. C. Stanley (1981). Educational and Psychological Measurement and Evaluation. Englewood Cliffs, NJ: Prentice-Hall.
24.
Huck, S. W. , and N. D. Bowers (1972). "Item Difficulty Level and Sequence Effects in Multiple Choice Tests."Journal of Educational Measurement, 9 (September): 106-112.
25.
Hughes, H. H. , and V. Trimble (1965). "The Use of Complex Alternatives in Multiple Choice Items."Educational and Psychological Measurement, 25 (Fall): 117-126.
26.
Huttenlocher, J. (1962). "Some Effects of Negative Instances on the Formation of Simple Concepts."Psychological Reports, 11 (July): 35-42.
27.
Kotler, Philip , G. H. G. McDougall, and Gary Armstrong (1988). Marketing. Scarborough, Ontario: Prentice-Hall Canada.
28.
Krathwohl, D. R. , B. S. Bloom, and B. Masia (1964). Taxonomy of Educational Objectives, Handbook IH: Affective Domain. New York: McKay.
29.
Lindquist, E. F. (1964). "The Iowa Electronic Test Processing Equipment."Proceedings of the 1953 Invitational Conference on Testing Problems. Princeton, NJ: Educational Testing Service, pp. 160-168.
30.
Markin, R. J. (1988). Marketing. New York: John Wiley and Sons.
31.
McCarthy, E. J. (1960). Basic Marketing. Homewood, IL: Richard D. Irwin.
32.
McCarthy, E. J. , and W. D. Perreault (1987). Basic Marketing. Homewood, ILRichard D. Irwin.
33.
McCarthy, E. J. , S. J. Shapiro, and W. D. Perreault (1986). Basic Marketing. Homewood, IL: Richard D. Irwin.
34.
McDaniel, Carl , and W. R. Darden (1987). Marketing. Boston: Allyn and Bacon.
35.
McDougall, G. H. G. (1979). "Observations on the Changes in Teaching Marketing in Canada in the Last Twenty Years." In Marketing '79, edited by Ritchie and Filiatrault. Administrative Sciences Association of Canada Proceedings, pp. 233-243.
36.
Mulholland, T. M. , J. W. Pellegrino, and R. Glaser (1980). "Components of Solution."Cognitive Psychology, 12 (Spring): 252-284.
37.
Paul, Richard W. (1985). "Bloom's Taxonomy and Critical Thinking Instruction."Educational Leadership, 42 (May): 36-39.
38.
Pedhazur, Elazar J. (1982). Multiple Regression in Behavioral Research. 2d ed.New York: Holt, Rinehart, and Winston.
39.
Pride, W. M. , and O. C. Ferrell (1989). Marketing. Dallas: Houghton Mufflin.
40.
Pyrezak, F. (1973). "Validity of the Discrimination Index as a Measure of Item Quality."Journal of Educational Measurement, 10 (Fall): 227-231.
41.
Quereshi, M. Y. , and T. L. Fisher (1977). "Logical Estimates of Item Difficulty."Educational and Psychological Measurement, 37 (Fall): 91-100.
42.
Rachman, David J. (1988). Marketing Today. Chicago: Dryden Press.
43.
Scheuneman, J. (1979). "A Method of Assessing Bias in Test Items."Journal of Educational Measurement, 16 (Fall): 143-152.
44.
Schewe, C. D. , R. M. Smith, D. W. Gillingham, and E. Weymes (1987). Marketing: Concepts and Applications. New York: McGraw-Hill.
45.
Sehoell, W. J. , and J. P. Guiltinan (1988). Marketing. Boston: Allyn and Bacon.
46.
Sommers, M. S. , J. G. Barnes, W. J. Stanton, and C. Futrell (1989). Fundamentals of Marketing. New York: McGraw-Hill.
47.
Violato, C. , and P. H. Harasym (1987). "Effects of Structural Characteristics of Stem Format of Multiple-Choice Items on Item Difficulty and Discrimination."Psychological Reports, 60 (June): 1,259-1,262.
48.
Wakefield, J. A. (1958). "Does the Fifth Choice Strengthen a Test Item?"Public Personnel Review, 19 (Spring): 45-48.
49.
Ward, W. C. (1982). "A Comparison of Free-Response and Multiple-Choice Forms of Verbal Aptitude Tests."Applied Psychological Measurement, 6 (Fall): 1-12.
50.
Wason, P. C. (1961). "Response to Affirmative and Negative Binary Statements."British Journal of Psychology, 52 (Winter): 133-142.
51.
Wesman, A. G. (1971). "Writing the Test Item."Educational Measurement. Washington, D.C.: American Council on Education, pp. 45-63.
52.
Wilcox, R. C. (1985). "Estimating the Validity of a Multiple Choice Test Item Having Correct Alternatives."Applied Psychological Measurement, 9 (Summer): 311-316.
53.
Willoughby, T. L. (1980). "Reliability and Validity of Item Characteristics for Test Measurement."Educational and Psychological Measurement, 40 (Fall): 1,141-146.
54.
Zern, D. (1967). "Effects of Variations in Question-Phrasing on True-False Answers by Grade-School Children."Psychological Reports, 20 (December): 527-533.
