Cited by 1,575Reliability and Agreement in MeasurementPsychometric Methodologies and TestingSurvey Methodology and Nonresponse

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Reliability of Nominal Data Based on Qualitative Judgments

Perreault, William D., Leigh, Laurence E.·1989·Journal of Marketing Research

DOI 10.2307/3172601

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Abstract

Most research related to the reliability and validity of marketing measures has focused on multi-item quantitative scales. In contrast, little attention has been given to the quality of nominal scale data developed from qualitative judgments. Judgment-based (“coded”) nominal scale data are important and frequently used in marketing research-for example, in analysis of consumer responses to open-ended survey questions, in cognitive response research, in meta-analysis, and in content analysis. The authors address opportunities and challenges involved in evaluating and improving the quality of judgment-based nominal scale data, with specific emphasis on the use of multiple judges. They review approaches commonly used in other disciplines, then develop a new index of reliability that is more appropriate for the type of interjudge data typically found in marketing studies. Data from a cognitive response experiment are used to illustrate the new index and compare it with other common measures. The authors conclude with suggestions on how to improve the design of studies that rely on judgment-coded data.

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Authors: Perreault, W. D., & Leigh, L. E.
Affiliations: University of North Carolina at Chapel Hill (US)
Birmingham–Southern College (US)
Venue: Journal of Marketing Research
Publisher: JSTOR
Published: 1989-05
Volume: 26
Issue: 2
Pages: 135
ISSN: 0022-2437 (ISSN-L)
DOI: 10.2307/3172601
OpenAlex: W2069585723
Cited by: 1,575
References: 42
Citations by year: 2026: 19 · 2025: 35 · 2024: 43 · 2023: 44 · 2022: 56 · 2021: 59 · 2020: 60 · 2019: 58 · 2018: 52 · 2017: 39 · 2016: 48 · 2015: 89 · 2014: 77 · 2013: 88 · 2012: 86
FWCI: 12.22
Type: journal article
Language: en
Open access: closed
Locations: Journal of Marketing Research (publishedVersion)
Topics: Social Sciences › Decision Sciences › Statistics, Probability and Uncertainty › Reliability and Agreement in Measurement
Social Sciences › Decision Sciences › Management Science and Operations Research › Psychometric Methodologies and Testing
Social Sciences › Sociology and Political Science › Survey Methodology and Nonresponse
Keywords: reliability statistics, nominal data, qualitative judgment, marketing activities, measurement validity

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Reliability of Nominal Data Based on Qualitative Judgments

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