Maximizing the reliability of marketing measures under budget constraints
Part of : Σπουδαί : journal of economics and business ; Vol.42, No.3-4, 1992, pages 208-229
Issue:
Pages:
208-229
Author:
Abstract:
Generalizability theory provides a framework for examining the dependability of measurements in marketing research. When limited resources are available determining the optimal number of observations to use in a marketing measurement design that will maximize reliability is not a simple task. This paper presents a method for determining the optimal number of observations to use in fully-crossed, univariate and multivariate two- and three- facet measurement designs when resource constraints are imposed.
Subject (LC):
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Περιέχει πίνακες και βιβλιογραφία
