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
This publication has 32 references indexed in Scilit:
- On the Usage of "Modified" Personality Trait Measures in Consumer ResearchJournal of Consumer Research, 1975
- The Fishbein Extended Model and Consumer BehaviorJournal of Consumer Research, 1975
- A Multivariate Analysis of Media Exposure and Vacation Behavior with Life Style CovariatesJournal of Consumer Research, 1975
- Factors Affecting Cognitive Resistance to AdvertisingJournal of Consumer Research, 1975
- An Empirical Test of the Fishbein Behavioral Intention ModelJournal of Consumer Research, 1975
- Multiattribute Measurement Models and Multiattribute Attitude Theory: A Test of Construct ValidityJournal of Consumer Research, 1975
- A Complementarity Model of Consumer Utility for Item CollectionsJournal of Consumer Research, 1974
- Self Concept, Ideal Self Concept, and Consumer Purchase IntentionsJournal of Consumer Research, 1974
- Separating Reliability and Stability in Test-Retest CorrelationAmerican Sociological Review, 1969
- Coefficient alpha and the internal structure of testsPsychometrika, 1951