Sign Up Now
Get instant access to over 1 million+ study documents
OR
Already registered? click here to login
By creating your account, you agree to our terms of service, privacy policy and student honor code.
Reliability and Validity in Research
Reliability
Reliability is a term used to talk about the "test-retest" quality of a measurement. Reliability refers the capacity of a measurement to obtain the same results over many repetitions when all the underlying conditions are stable (Chisnall, 2005; Saunders, Lewis and Thornhill, 2009). Many research variables can change over time, and these variables can impact reliability. However, statistical procedures exist to correct for most of those changes and to allow reliable data to be collected.
Reliability of the questionnaires
Of the three options for establishing reliability (equivalent forms, internal consistency, parallel forms, and test-retest), internal consistency offers the most practical application for a survey to be used for concept testing or a product launch (Mitchell, 1996). To implement a strategy for determining internal consistency, a market researcher designs a number of survey questionnaire items that measure the same construct (idea, phenomenon, thing) (Chisnall, 2005). These similar question items will provide insight into the reliability of that particular survey instrument. Internal consistency is reflected by the degree to which the people taking...
For that matter, a pilot test of the survey questionnaire can be used to support internal validity in much the same way. The advantage of the pilot test is that it affords an opportunity to correct ambiguous questions or question items that do not demonstrate internal consistency when it was thought that they would do so.
2.0 Validity
Validity is the extent to which a test measures what it claims to measure (Cooper & Schindler, 2008; Brandly, 2010; McDaniel and Gates, 2013; Saunders, Lewis & Thornhill, 2007). It is vital for a test to be valid in order for the results to be accurately applied and interpreted. There are three different types of validity: 1) Content validity, 2) criterion-related validity, and 3) construct validity. Each of these validity types is addressed below in reference to survey questionnaire development and administration.
2.2 Validity of the questionnaires
Content validity demonstrates that questionnaire covers an adequate span…
Reference
1. Chrisnall, P. (2005) Marketing Research. (7th ed.) Maidenhead: McGraw-Hill Education.
2. Saunders, M., Lewis, P., Thornhill, A. (2007) Research Methods for Business Students. (4th ed.) Harlow: Prentice Hall.
3. Cooper, D.R., Schindler, P.S. (2008) Business Research Methods. (10th ed.) New York: McGraw-Hill.
4. Bradley, N. (2010) marketing research -- tools and techniques. (2nd ed.) New York: Oxford University Press
6% of all bakeries in Canada within the province, it's clear that a uniquely positioned bakery could have a significant market potential in the Vancouver market specifically. With 211 total retail bakery outlets in all of British Columbia, the proposed bakery and party supplies story would just several key competitors. The following table provides an analysis of the proposed retail stores' key competitors in Vancouver: Competitors to Bakery & Party Store Bakery Strengths Weaknesses Anna's Cake
Switching loyal customers to a new product would be much easier than attracting entirely new customers for the PowerBar that had the ActiCaf ingredient included within it. Next, the company began to study both internal company data on pricing of comparable sports nutrition products, in addition to looking at pricing studies outside the company to get a sense of what their revenue forecasts would be for the ActiCaf-based PowerBar.
Photo Drive Testing and Market Research The Photo Drive Plus should be tested prior to launch, to ensure that the product is commercially viable. To fail to perform market testing would be taking a significant risk, given the amount of money that it takes to produce the product and execute the launch strategy. There are several different approaches to market testing. One is to make a prototype and test that with members
Com. In case of several companies, enhancing customer relationships is among the most capable features of e-commerce. However, whereas the Internet has presented the consent of a novel method to draw and communicate with the customer, hardly few enterprises have discovered a method to efficiently manage interactions with their customers on the Internet. (David, 2000) The real skill is involved in making the device suitable to accomplishment of the business strategy
Launch of PDI Labeling in Australia In many countries, packaged foods are labeled with the "Percentage Daily Intake" of nutrients available in the food. These thumbnail-like labels are provided to consumers to help them make informed dietary decisions when they shop. This nutritional labeling is not mandatory and is in addition to other nutritional information that is included in the nutrition information panel typically located on the back of packaged foods.
Goldenline Market Plan Golden Line will prove to the business community that it is the most prestigious technology firm in the industry. With an increase in technological advancement, Golden Line will pave the way for the future in the electronics industry. Golden Line intends to dominate the mobile phone industry by launching unbelievable items. The company's smart phones will be incomparable to competition with Motorola and Samsung. The new products will