What is reliability in marketing research? It is achieved when a logical argument can be advanced to defend a particular measure. It can be considered only after discriminant and convergent validity have been established. It is also necessary to establish discriminant validity through low correlations between the measure of interest and other measures that are supposedly not measuring the same variable or concept. Better yet, if the attitude measure can predict some future event, then predictive validity has been established.Ĭonvergent validity exists if an attitude measure can adequately represent a characteristic or variable if it correlates or converges with other supposed measures of that variable. If two variables are measured at the same time, concurrent validity is established. It is more defensible than face validity, for it is based on empirical evidence that the attitude measure correlates with other “criterion” variables. This type of validity is invoked when the argument is made that the measurement so self-evidently reflects or represents the various aspects of the phenomenon that there can be little quarrel with it. There are three basic approaches to the question of validity assessment which are: Face or Consensus validity If this is the case, then differences in attitude scores will reflect differences among the objects or individuals on the characteristic being measured.

What is validity in marketing research?Īn attitude measure has validity if it measures what it is supposed to measure. Validity and reliability are two tests that we conduct to check if the marketing research program is a viable one. What are validity and reliability in marketing research?

Validity and reliability in research