Consider survey in which customers perceptions of service

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Consider a survey in which customers’ perceptions of the service at a local store are gathered using a Likert Scale. Using this survey the customer gives a score of 1, 2, 3, 4 or 5 in response to a statement about the service. The scores represent 1 – Strongly Disagree 2 – Disagree 3 – Unsure 4 – Agree 5 – Strongly agree For example, one of the statements might be “The staff member appears knowledgeable regarding the store’s products” and the customer would give a score based upon how much they agree with the statement. Now consider a situation in which 100 customers provide a response to this statement and they are distributed as follows 1 – Strongly Disagree 10 (10%) 2 – Disagree 25 (25%) 3 – Unsure 17 (17%) 4 – Agree 32 (32%) 5 – Strongly agree 16 (16%) Now let’s assume that the store wants to summarise this data into a single score. They calculate this score by multiplying the number of responses by the number assigned, adding the five together and dividing by the number of respondents. In this case, (10 + 50 + 51 + 128 + 80) / 100 = 319/100 = 3.19 Explain why this value is not a valid summary of the data collected. Suggest a more valid way of representing the data. Justify your response.

Reference no: EM132202326

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