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Reliability

Marketing research

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0% found this document useful (0 votes)
326 views10 pages

Reliability

Marketing research

Uploaded by

sonalikajla1
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

RELIABILITY

TYPES AND MEASUREMENT


Definition: Reliability refers to the
consistency or repeatability of measures
in research.

WHAT IS
Importance: Ensures that research
findings are stable and replicable over
RELIABIL
time.

ITY?
Key Concept: A reliable test produces
similar results under consistent
conditions.

Example: If a scale shows the same


weight after repeated measurements of
the same object, it is reliable.
TYPES OF RELIABILITY IN RESEARCH

Test- Inter-
Retest Rater
Reliability Reliability

Internal
Parallel
Consisten
Forms
cy
Reliability
Reliability

These types focus on different ways to ensure that a measure or test yields
consistent results.
TEST-RETEST RELIABILITY

 Definition: Measures the consistency of a test over time by


administering the same test to the same participants after a
period of time.

 Example: A psychological questionnaire is administered to a


group today and again in two weeks. The correlation between
the two sets of scores determines test-retest reliability.

 Measurement: Correlation coefficient (r), where a high value


(e.g., r > 0.8) indicates good test-retest reliability.
INTER-RATER RELIABILITY

 Definition: Evaluates the degree of agreement between two or


more independent observers (raters) in their assessments.

 Example: Two teachers grade the same student essays. If their


grades are consistent, there is high inter-rater reliability.

 Measurement: Cohen’s Kappa or Intraclass Correlation


Coefficient (ICC).
PARALLEL FORMS RELIABILITY

 Definition: Determines the consistency of two different versions


of a test designed to measure the same thing.

 Example: Two forms of a math test are created to assess the


same skill level. The correlation between scores on both tests
indicates the parallel forms reliability.

 Measurement: Pearson correlation between the two test forms.


INTERNAL CONSISTENCY RELIABILITY

 Definition: Measures the extent to which all items in a test


measure the same concept or construct.

 Example: In a survey on job satisfaction, if all questions are


designed to measure satisfaction, their responses should be
consistent with each other.

 Measurement: Cronbach’s Alpha (α). A value of α > 0.7 is


considered acceptable.
FACTORS THAT AFFECT RELIABILITY

 - Test length
 - Test-retest intervals
 - Homogeneity of the sample
 - Testing environment
 - Rater training (for inter-rater reliability)

 Example: Shorter tests may have lower reliability because they


have fewer opportunities to accurately measure a construct.
HOW TO IMPROVE RELIABILITY

1. Increase the number of items in a test.


2. Ensure consistent testing conditions.
3. Provide clear instructions for raters.
4. Use more reliable measures or instruments.

Example: A researcher revises their questionnaire to include more


items and provide clearer instructions, thus improving internal
consistency.
CONCLUSION

 Reliability is critical for ensuring the consistency of research


findings.
 Different types of reliability measure different aspects of
consistency.
 Reliability must be measured and reported in all research
studies.

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