1. Perform the following operations:

a. Reverse the scoring of the second and the third items under the Innovativeness scale.

b. Sum the Market Maven items (q10_1 to q10_4) to form a Total Market Maven Score.

c. Sum the Innovativeness items (q10_5 to q10_10)

to form a Total Innovativeness Score. Note that you will have to reverse the scores for the negatively worded items (q10_6 and q10_7) before summing.

d. Sum the Opinion Leadership items (q10_11 to q10_13)

to form a Total Opinion Leadership Score.

e. Compute Cronbach’s alpha for each of these three sets of items.