Measuring Reliability: A Comparison of Alternative Techniques

Ravi Parameswaran · Barnett A. Greenberg · Danny Norton Bellenger · Dan H. Robertson

30 citations0/0 files storedJournal of Marketing Research

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Psychometric Methodologies and Testing Survey Methodology and Nonresponse Reliability and Agreement in Measurement

Abstract

Few scholars would dispute the need to quantify and report the reliability of measurement in marketing research. There appears to be considerable confusion, however, about the appropriateness of various reliability measurement techniques. A comparison is made of the results from several alternative techniques applied to a lifestyle questionnaire. One technique rarely used to date in marketing research is suggested as superior to the others on the basis of the likelihood of its assumptions in an actual measurement setting.

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1969Experimental Design: Procedures for the Behavioral Sciences.1937The Theory of the Estimation of Test Reliability 1955Educational Measurement 1974Measuring the Job Satisfaction of Industrial Salesmen 1956Measurement and Evaluation in Psychology and Education.1965Theory of Psychological Measurement 1973Handbook of general psychology 1957Reliability and behavior domain validity: Reformulation and historical critique.

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1990Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness 1987A Cross-National Comparison of Consumer Research Measures 1980A New Model for Predicting Behavioral Intentions: An Alternative to Fishbein 1990Intercoder Reliability Estimation Approaches in Marketing: A Generalizability Theory Framework for Quantitative Data

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