Table 4.
Testing the inter-rater reliability of advertisement coding using a novel tool.
| Feature | Kappa | % Agreement |
|---|---|---|
| Ad Type: Billboards/Transit Shelters (n = 93 ads) | ||
| Price | 0.910 | 96.8 |
| Food/Beverage Image | 1.000 | 100.0 |
| Slogan/Description | 0.891 | 95.7 |
| Logo/Company Name | 1.000 | 100.0 |
| Location/Directions | 0.950 | 97.8 |
| Sale/Deal/Special Offer | 0.731 | 92.5 |
| Loyalty/Rewards | 1.000 | 100.0 |
| Gamification | 0.903 | 98.9 |
| Taste Description | 0.678 | 91.4 |
| Characters, Celebrities, TV, or Sports tie ins | 0.863 | 94.6 |
| Average | 0.893 | 96.8 |
| Ad Type: Outdoor Vendor Signage (n = 999 ads) | ||
| Price | 0.923 | 96.6 |
| Food/Beverage Image | 0.936 | 96.4 |
| Slogan/Description | 0.732 | 82.6 |
| Logo/Company Name | 0.884 | 92.6 |
| Location/Directions | 0.923 | 99.2 |
| Sale/Deal/Special Offer | 0.969 | 98.7 |
| Loyalty/Rewards | 0.998 | 99.8 |
| Gamification | 0.984 | 99.9 |
| Taste Description | 0.769 | 96.7 |
| Characters, Celebrities, TV or Sports tie ins | 0.980 | 99.7 |
| Average | 0.910 | 96.2 |
Note: For all inter-rater comparisons, p < 0.001.