Construction of A Knowledge Test for Testing the Effectiveness of Participatory Video on Virtual Marketing

Abstract

Virtual marketing refers to the marketing activities that take place in a virtual or digital space on various social media platforms. With the increase in the number of internet users around the globe, virtual marketing is a great opportunity for new enterprises to grow and reach new heights. However, to bring the rural entrepreneurs in the fl ow of modern marketing it is needed to pass on the knowledge about modern marketing strategies. Therefore, in the present study, the detailed procedure as well as the constructed knowledge test has been presented which will serve as a standard test for testing the eff ectiveness of a participatory video program on ‘Virtual Marketing’ for women entrepreneurs in SHG. For the construction of the test, 40 items were collected initially through secondary sources of literature and expert opinion surveys covering all the important aspects of virtual marketing. Out of the 40 collected items, 23 items were selected for the item analysis process based on the relevancy test score obtained from 30 experts. Item analysis was carried out in terms of three indices that were item diffi culty index, item discrimination index, and point biserial correlation. Then 17 items were selected having: Item’s diffi culty index ranging from 30 to 70, Item’s discrimination index ranging from 0.30 to 0.80, and point biserial correlation of at least 0.15. The fi nal knowledge test contained 17 items that were retained from 40 items and had a reliability coeffi cient of 0.709 (Cronbach’s Alpha), thus indicating an acceptable level of reliability.