Question

(MARKETING RESEARCH)

multi-item scales must be analyzed to ensure that they are high in reliability and validity. Please discuss what the “Validity” of a scale means and briefly discuss the following types of validity, including how each is carried out: (1) Content Validity; (2) Convergent Validity; and (3) Discriminant Validity.

Answer 1

Validity refers to how much the scale measures what is ought to measure. For instance, if the scale is designed to measure customer satisfaction, then the extent to which the scale measures only satisfaction is validity.

1. Content validity: It refers to the extent to which the scale measures the content for which the scale is designed. For example, if the customer satisfaction with a retailer is to be measured, the content here is satisfaction. Satisfaction is measured by tangibles, ambience, empathy etc. Content validity is the extent to which the scale measures these contents.

2. Convergent validity: It refers to how closely the content relates to its constructs. For example, if we have to measure the impact of service quality on customer satisfaction, then the extent to which scale relates service quality to customer satisfaction only and not any other construct is convergent validity.

3.  Discriminant Validity: It refers to the extent to which the content does not relate to construct to which it should not relate. For example, if we are measuring how service quality relates to customer satisfaction; the extent to which service quality does not relate to customer loyalty or customer retention is discriminant validity.