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Journal of the Academy of Marketing Science
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An Exploratory Study of the Generalizability of Selected Marketing Measures

Joseph O. Rentz

University of Tennessee

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.

Journal of the Academy of Marketing Science, Vol. 16, No. 1, 141-150 (1988)
DOI: 10.1177/009207038801600112
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