Intercoder Reliability Estimation Approaches in Marketing: A Generalizability Theory Framework for Quantitative Data
- 1 May 1990
- journal article
- Published by JSTOR in Journal of Marketing Research
- Vol. 27 (2) , 185
- https://doi.org/10.2307/3172845
Abstract
A review of estimation approaches for intercoder reliability reported in articles in leading marketing journals reveals that most marketing researchers are using inadequate measures. The authors recommend that marketing researchers report dependability indices based on generalizability theory for quantitative coding systems.Keywords
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