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3.2 Market research – Market research data (1 questions)
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Reliability refers to the consistency and stability of data over time and across different measurement occasions. If the same measurement is repeated under identical conditions, reliable data will produce similar results.
- Test‑retest reliability: The same questionnaire is administered to the same sample at two different points in time. A high correlation between the two sets of scores indicates reliability. Example: A customer satisfaction survey given in January and again in March to the same customers.
- Internal consistency reliability: Assesses the extent to which items that propose to measure the same construct produce similar scores. The most common statistic is Cronbach’s alpha. Example: A set of 10 Likert‑scale items measuring brand loyalty; a high alpha (≥0.8) suggests the items reliably capture the same underlying attitude.