Question

Assess the validity and reliability of market research findings. (Question is related to Effective Marketing Strategies)

Answer 1

The various statistical methods to test reliability are-

Test-retest-The consistency is measured as the test is conducted at different times.

Interrater- The consistency is measured with different people that the same results are observed or not.

Internal Consistency- This checks whether the result obtained from different parts of test give the same result or not.

The various test to assess validity are-

Construct- it checks whether the result obtained is according to the theory and knowledge of the concept.

Content - it checks all the content related to the concept that is measured. Like in order to measure the language skiils- written, verbal, listening and reading- all these concepts should be covered.

Criterion- The criterion that is used to measure the result if corresponds to the same output tells us about the validity. For example if we want to know the customers preferences for a particular product through a survey and later on the same brand is voted no 1 product of the year it means that the criterion used was valid.