According to Test-Retest methodology, the market research of the OTT platform could only be considered reliable if the results of the subsequent research would have also shown people’s views about the movie as being a good watch, provided the research is carried out using the same target group. If an OTT platform’s market research shows that people watched and rated a movie highly but changed their opinion to rating it drastically bad when asked subsequently, it is reflective of a non-uniform pattern and so is not considered reliable. So once a person has viewed a particular TV show or a movie, they generate an opinion regarding it which remains constant irrespective of other genres that they watch. The continuous delivery of uniform results provides the assurance that the results so obtained are correct and can be depended upon for efficient and effective decision making.įor example : Movie and show likings remain consistent over time. This implies that the results of an experiement or an activity is reliable, provided that it repeats itself when the same activity is conducted at a different.

The test- retest mechanism runs on the idea that a relliable data remains consistent over time. The inconsistency in the customer feedback regarding the product in the above example indicates that the product feedback website initially visited does not reflect a true picture of the customer opinions and thus, is not a reliable source for a potential customer to make decisions about their product purchases. The product is said to be faulty, sub-par and the customer service offered by the brand that launched it is claimed to be very poor. On the other hand, customer review blogs and other websites highlight major drawbacks that come with the product. The customers who have provided the feedback are seen mentioning the product as being highly effective and pocket friendly. The more reliable a data is, the better it will be able to direct the flow of intelligent decision making.įor example : A product feedback website projects the initial responses to a newly launched product in good light. Reliability is a qualitative metric that guides the direction of follow up. When the same results are obtained consistently for the experiment under consideration, it becomes an indication of the reliability. Reliability refers to the usefulness of data in fueling informed decisions.

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