Question

Suppose that for your project each person in your group coded the same commercials on the same set of criteria variables. Now you want to find out how reliable your coding scheme was, what reliability measure should you use to compute this reliability? A) Inter-rater reliability

B) Test-retest reliability
C) Internal consistency reliability
D) Split-half reliability

Answer 1

To assess the reliability of a coding scheme where multiple coders have evaluated the same commercials, the correct measure is Inter-rater reliability. It ensures that the coding is consistent across different raters.

Step-by-step explanation:

If a group of people have coded the same commercials using the same set of criteria variables and want to determine the reliability of their coding scheme, the appropriate measure to compute is Inter-rater reliability. Inter-rater reliability assesses the degree to which different observers agree on their observations. This type of reliability is crucial when a study involves subjective judgements, as it ensures that different raters' assessments are consistent with each other. Therefore, the correct answer is A) Inter-rater reliability.