On the Validity and Reliability of Direct Similarity Judgments
- 1 August 1976
- journal article
- Published by JSTOR in Journal of Marketing Research
- Vol. 13 (3) , 289
- https://doi.org/10.2307/3150744
Abstract
The writers raise several conceptual issues concerning direct similarity judgments and provide data on their reliability and validity. The results present a discouraging view of the reliability and validity of these judgments as measures of individual perceptions.Keywords
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