validity and reliability of data in research

The survey can be valid and reliable if an adequate response is received and analysis is made based on the large sample size. Number of People: A questionnaire is used to know the customers' perception and their experience with online shopping in a market survey. The factors affecting the validity of marketing research are as follows: (that ensures adequate sampling procedures, statistical tests, and reliability in measurement). It is an estimation of the credibility of the test results. Statistical Conclusion Validity: It determines the relationship between cause-and-effect variables. Or how does a change in one variable alters the other?Įxternal Validity: It depicts the generalization of the results of a research study, or how well the results of a study in a controlled environment would be applicable in an uncontrolled environment in all other variables. For example, internal validity is achieved when the independent variable lays an effect on the dependent variable. Internal Validity: Internal validity depicts how precisely the independent variable be stated to produce the observed effect. The precision of a measure is confirmed by comparing it with an already verified measure. It is manifested in human behavior (oversleeping, lack of concentration, etc.)Ĭriterion-related Validity: It is the instrumental validity that measures the quality of methods of measurement. For example – mental depression is a construct that is a personality trait. It is the degree to draw out inference by connecting concepts to observations to express the correlation of theory with reality. For example, the evaluation process could include the literature review steps, discussion with experts, and scale reduction via data analysis.Ĭonstruct Validity: It demands evidence that the research data supports the theoretical observations.

A researcher uses an organized process to evaluate the suitability of the items utilized to measure a concept. It is an advanced version of face validity because it covers the full sphere of the content. Thus, it is not suitable to rely on such subjective judgments.Ĭontent Validity: This is a subjective assessment because it relies on the people's perception to measure underlying constructs. It is the subjective opinion of a person or researcher regarding designing an instrument, a method, or other experts in marketing research. Subjective observations are made based on the appearance of a measure. A method or tool assesses what it is supposed to evaluate. The several types of validity are detailed here:įace Validity: Face validity is not a quantified measure and is considered the least scientific.

Validity and reliability of data in research