Reliability of Nominal Data Based on Qualitative Judgments

19891,327 citationsJournal Article

Authors

William D. Perreault · University of North Carolina at Chapel Hill

Laurence E. Leigh · Birmingham–Southern College

Abstract

Most research related to the reliability and validity of marketing measures has focused on multi-item quantitative scales. In contrast, little attention has been given to the quality of nominal sca...

Topics & Keywords

Reliability and Agreement in Measurement Sensory Analysis and Statistical Methods Multi-Criteria Decision Making

Publication Details

Published in: Journal of Marketing Research

Volume 26, Issue 2, pp. 135-135

DOI: 10.2307/3172601

Field-Weighted Citation Impact: 9.46

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Reliability of Nominal Data Based on Qualitative Judgments

Authors

Abstract

Topics & Keywords

Publication Details