Research note: Reliability and dimensionality of stimulus ratings

Research output: Contribution to journalArticlepeer-review

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Abstract

The traditional statistics for estimating reliability have misled most of us who use stimulus ratings into thinking our data are more reliable than they really are. The problem is that the standard statistics equate reliability with consistency, even though there are kinds of consistency which none of us would consider desirable. Similarly, conventional research designs for factor analyzing the attributes of ads, strategies, and people produce factors more descriptive of the raters than of the objects rated. These customary ways of doing things may lead to decisions that are not only wrong but confusing and potentially very costly.

Original languageEnglish (US)
Pages (from-to)45-50
Number of pages6
JournalJournal of Advertising Research
Volume38
Issue number2
StatePublished - Mar 1 1998

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