reliability

Definition:
The extent to which the measurement process devised to measure marketing phenomena is free from random errors. The presence of random errors in any measurement can cause the marketing researcher to reach incorrect conclusions. The major operational approaches to the estimation of reliability are (a) test-retest reliability - applying the same measure to the same objects a second time; (b) split-sample reliability - dividing the sample into two (or more) random subsamples and testing to see if the variation in each of the items of interest comprising the measurement instrument is within the range of sampling error; (c) alternative-forms reliability - measuring the same objects by two measurement instruments that are designed to be as nearly alike as possible.

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