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 language||English (US)|
|Number of pages||6|
|Journal||Journal of Advertising Research|
|State||Published - Mar 1 1998|