Reliability Scales

RELIABILITY
• Reliability refers to the extent to
which a scale produces consistent
results if repeated measurements
are made.

If Xr = 0, the measure is
perfectly reliable.
 Questionnaire on consumer
preference for soft drinks
1. Which drink you prefer most ?
a. Soft drinks b. Fruit juice c. Milk based
d. Local drinks
2. How often do you have a soft drink ?
a. Daily b. 4 to 6 times in a week c. More
than six months
3. What quantity do you usually prefer to buy ?
a. 300 ml b. 600 ml c. 1.5 lit d. 2 lit
4. Through which medium did you come to know about your
preferred soft drink
a. News Paper b. TV C. Hordings d. Word of mouth
5. Which is your most preferred channel for purchasing a soft
drink
a. Retail store b. Super market c. betel shops d. Restaurant
 Scale rating
(1- Lowest and 5 – Highest)
For social occasions/ entertainment
a. 1 b. 2 c. 3 d. 4 e. 5
It acts as a refreshment
a. 1 b. 2 c. 3 d. 4 e. 5
It provides enjoyment
a. 1 b. 2 c. 3 d. 4 e. 5
It tastes very good
a. 1 b. 2 c. 3 d. 4 e. 5
It satisfies my basic thirst and feelings
a. 1 b. 2 c. 3 d. 4 e. 5
It relaxes me mentally
a. 1 b. 2 c. 3 d. 4 e. 5
It reflects my attitude
a. 1 b. 2 c. 3 d. 4 e. 5
I feel a sense of well being after consuming it
a. 1 b. 2 c. 3 d. 4 e. 5
 Likert scale

2nd Test Scatterplot

4.8

4.4

3.6

3.2

2.8

2.4

2
1.8 2.2 2.6 3 3.4 3.8 4.2 4.6 5

1st Test
Statistical Summary

Test (T1) Statistic Retest (T2) (T1- T2)

3.583 Mean 3.538 0.056

0.871 SD 0.732 0.268

 APPICABILITY OF DIFFERENT
RATING METHOD
• Respondent are administered
identical set of scale.
• Equivalent condition.
• Time interval is between tests or
administration is of two-four weeks.
 TEST-RETEST METHOD
TEST-RETEST DEGREE OF EFFECT
SIMILARITY
RESULT OF CORRELATION HIGHER THE
TEST 1ST IS COEFFICIENT CORRELATION
COMPARED COEFFICIENT,T
WITH SECOND HE GREATER
TEST RESULT THE
OUTPUT RELIABLITY
 ALTERNATIVE-FORM
REALIABLITY
• Two equivalent forms of the scale are
constructed
• The same respondent are measure
at two different times
• Time gap 2-4 weeks
• The two forms should be equivalent
in content.
 APPLICABILITY
TEST 1- TEST REQUIREMENT EFFECT
2
SHOULD HAVE THE LOW
RESULT OF SAME CORRELATIO
TEST 1ST IS MEANS,VARIANCE N
COMPARED AND REPRESENT
WITH INTERCORRELATIO THE
SECOND TESTNS UNRIABLE
RESULT SCALE OR
OUTPUT NON-
EQUIVALENT
FORMS
Statistical Summary

Test (T1) Statistic Retest (T2) (T1- T2)

3.583 Mean 3.538 0.056

0.871 SD 0.732 0.268

 INTERNAL CONSISTENCY
RELIABLITY
• ALSO KNOW AS CRONBACH’S ALPHA
• IT IS THE AVERAGE OF ALL POSSIBLE
SPLIT-HALF
• COEFFIENTS.
• THIS COEFFICIENT VARIES FROM 0 TO 1.
• THE VALUE 0.6 OR LESS GENERALLY
INDICATES UNSATISFACTORY INTERNAL .
• ANOTHER COEFFICEINT THAT CAN BE
EMPLYOED IN CONJUCTION WITH
COEFFICIENT ALPHA IS COEFFICIENT BETA.

IN MULTI-ITEM SCALES SOMEWHAT

INDEPENDENT, A MEASURE OF INTERNAL
COSISTENCY COMPUTED ACROSS
DIMENSIONS WOULD BE INAPPROPPRIATE.
Statistical Summary

INTERNAL COSISTENCY
RELIABLITY