Look at the responses to the following survey items that describe how stressful consumers believed a Christmas shopping trip was using a ten-point scale ranging from 1 (no stress at all) to 10 (extremely stressful):
a. How stressful was finding a place to park? 9
Â b. How stressful was the checkout procedure? 5
c. How stressful was trying to find exactly the right product? 4
d. How stressful was finding a store employee? 6
Â i. What would be the stress score for this respondent based on a summated scale score?
ii. What would be the stress score for this respondent based on an average composite scale score?
iii. Do any items need to be reverse-coded? Why or why not?
Â iv. How could the concept of split-half reliability be applied using a sample of 100 respondents who gave answers to these four questions?