haku: @author Perreault, W. D. / yhteensä: 7
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| Tekijä: | Perreault, W. D. Leigh, L. E. |
| Otsikko: | Reliability of nominal data based on qualitative judgments. |
| Lehti: | Journal of Marketing Research
1989 : MAY, VOL. 26:2, p. 135-148 |
| Asiasana: | MARKETING RESEARCH MEASUREMENT SCALING |
| Kieli: | eng |
| Tiivistelmä: | So far little attention has been paid to the quality of nominal scale data developed from qualitative judgements. The ways of evaluating and improving the quality of judgement-based nominal scale data are addressed. A new index of reliability is developed that is more suitable for the type of interjudge data typically found in marketing studies. The new index is demonstrated and compared with other common measures. |
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