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| Author: | Rentz, J. O. |
| Title: | Generalizability theory : a comprehensive method for assessing and improving the dependability of marketing measures. |
| Journal: | Journal of Marketing Research
1987 : FEB, VOL. 24:1, p. 19-28 |
| Index terms: | MARKETING RESEARCH MEASUREMENT |
| Language: | eng |
| Abstract: | The author proposes that generalizability theory be adopted by marketing researchers as a means of assessing and improving the dependability /reliability/ of marketing measures. Concepts and computational procedures are presented and comprehensiveness and flexibility of generalizality analysis are illustrated. Classical reliability theory is shown to be inappropriate in many measurement situations in marketing. |
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