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Reliability Measures for Qualitative Data: Theory and Implications
Home
Publications
Reliability Measures for Qualitative Data: Theory and Implications
Reliability Measures for Qualitative Data: Theory and Implications
RR
Roland T. Rust
Roland T. Rust
BC
Bruce Cooil
Bruce Cooil
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1 February 1994
journal article
Published by
JSTOR
in
Journal of Marketing Research
Vol. 31
(1)
https://doi.org/10.2307/3151942
Abstract
Data based on qualitative judgments are prevalent in both academic research in marketing and applied marketing research. Reliability measurement of qualitative ...
Keywords
RELIABILITY MEASURES
ACADEMIC RESEARCH
MARKETING RESEARCH
QUALITATIVE DATA
QUALITATIVE JUDGMENTS
MEASURES FOR QUALITATIVE
IMPLICATIONS DATA
RELIABILITY MEASUREMENT OF QUALITATIVE
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Open Access
Cited by 397 articles