In this research, we investigate the behavior of Cronbach’s coefficient alpha and its new standard error. We systematically analyze the effects of sample size, scale length, strength of item intercorrelations, and scale dimensionality. We demonstrate the beneficial effects of sample size on...

This chapter provides an introduction to hierarchical linear modeling (HLM) for marketing researchers. We begin by motivating why one might use HIM models, describing what they are and what research questions they can address. We then describe the techniques. We illustrate the models on a small...

In this research, we present the inferential statistics for Cronbach's coefficient alpha. This index of reliability is extremely important in consumer research. The estimation of alpha and its confidence intervals are described and an analytical demonstration illustrates the effects on these...

In this research, we investigate the behavior of Cronbach's coefficient alpha and its new standard error. We systematically analyze the effects of sample size, scale length, strength of item intercorrelations, and scale dimensionality. We demonstrate the beneficial effects of sample size on...

This research presents the inferential statistics for Cronbach’s coefficient alpha on the basis of the standard statistical assumption of multivariate normality. The estimation of alpha’s standard error (ASE) and confidence intervals are described, and the authors analytically and...