Research Design Effects on the Reliability of Rating Scales: A Meta-Analysis

Abstract

This meta-analysis investigates the effects of research design on the reliability of rating scale measures used in marketing research. Three sets of independent variables—sampling characteristics, measure characteristics, and measure development processes—are investigated. The overall results suggest that measure characteristics have a major influence on obtained reliability estimates and that sampling characteristics and measure development processes have little impact. These results support measurement theory. The implications for measure development are discussed.