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

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.