Dependability of Psychological Brand Barometers. I. The problem of reliability

Abstract

This study is the first of two undertaken by the author to investigate the reliability and validity of the Psychological Brand Barometers. The Brand Barometer is a periodic survey in which a series of questions regarding the last purchase of various commodities is asked of consumers. The reliability was investigated by using a repeat interview technique with the same interviewer and the same respondent after an interval of 48 hours, under the pretense that the record of the first interview had been lost. The percent of respondents naming the same brand purchased on the repeat interview ranged from 85 to 97 for 18 commodities. The conclusion is drawn that the Psychological Brand Barometers have high reliability. (PsycInfo Database Record (c) 2025 APA, all rights reserved)