Reliability: A Review of Psychometric Basics and Recent Marketing Practices
Open Access
- 1 February 1979
- journal article
- review article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 16 (1), 6-17
- https://doi.org/10.1177/002224377901600102
Abstract
The basic theories and measurement procedures for reliability and the closely related concept of generalizability are reviewed, illustrated, and evaluated for use in marketing research. A critique is given of a subset of previous marketing research studies in which reliability estimates were used and recommendations are made for future research.Keywords
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