Generalizability Theory: A Comprehensive Method for Assessing and Improving the Dependability of Marketing Measures
提出营销研究者应采用概化理论来评估和改进营销测量的可靠性，展示了其概念、计算步骤及相对于经典可靠性理论的优越性。
The author proposes that generalizability theory be adopted by marketing researchers as a means of assessing and improving the dependability (reliability) of marketing measures. Concepts and computational procedures are presented and the comprehensiveness and flexibility of generalizability analysis are illustrated. Classical reliability theory is shown to be inappropriate in many measurement situations in marketing.