Influence Factors on the Value of Reliability Estimators in Marketing Research

This paper is a literature review, with a conclusion that leaves open many doors for future research. In the first part are reviewed a series of qualitative and quantitative research characteristics. The second part explains briefly the reliability and validity of instruments used in qualitative and quantitative marketing research. The third part of the paper review a series of articles on the estimators of reliability, on their power, on their strengths and weaknesses. The conclusions of the research paper urges to research on the factors that influence the values of reliability estimators to facilitate researchers' access to more powerful and more accurate instruments. A good control over the instruments will allow researchers to overcome cultural barriers or other barriers and to achieve wider and richer results.