Intercoder Reliability Estimation Approaches in Marketing: A Generalizability Theory Framework for Quantitative Data

A review of estimation approaches for intercoder reliability reported in articles in leading marketing journals reveals that most marketing researchers are using inadequate measures, and recommends that marketing researchers report dependability indices based on generalizability theory for quantitative coding systems.

Abstract

A review of estimation approaches for intercoder reliability reported in articles in leading marketing journals reveals that most marketing researchers are using inadequate measures. The authors recommend that marketing researchers report dependability indices based on generalizability theory for quantitative coding systems.