Reliability Measures for Qualitative Data: Theory and Implications

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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