Generalizability theory, a broad-based psychometric
model for assessing the dependability (reliability) of
measures, is used to assess several commonly used
marketing measures. Classical reliability coefficients are
reported for each measure and compared to generalizability
coefficients. Classical theory is shown to be inappropriate
in some marketing contexts and the marketing measures
are found to be undependable in some measurement
situations. The comprehensiveness and flexibility of
generalizability theory is demonstrated.
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