They then use this new approach to explore several important practical issues in conducting marketing research with qualitative judgments. Because the PRL measure is often cumbersome to compute directly, they provide reference tables that enable the researcher to apply their approach easily. The authors assume a decision theoretic loss function, formally model the loss to the researcher of using wrong judgments, and show how this produces a new, proportional reduction in loss (PRL) reliability measure that generalizes many existing quantitative and qualitative measures.

Reliability measurement of qualitative data is important to determine the stability and quality of the data obtained.

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Reliability for qualitative research