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| Author: | Hughes, M. Garrett, D. |
| Title: | Intercoder Reliability Estimation Approaches in Marketing: A Generalizability Theory Framework for Quantitative Data |
| Journal: | Journal of Marketing Research
1990 : MAY, VOL. 27. p.185-195 |
| Index terms: | MARKETING MEASUREMENT STATISTICAL METHODS |
| Language: | eng |
| Abstract: | The review of intercoder reliability measurement in leading marketing journals reveals that most marketing researchers are using percentage agreement, which is widely regarded as being inadequate. A guidance is offered to marketing researchers for the selection of appropriate intercoder reliability estimation approaches for quantitative coding systems. |
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