Question

4. How might the researchers approach the measurement of validity?

5. What can the researchers do to demonstrate construct validity?

6. Do you see this scale as having value to marketing researchers? Why or why not?

Answer 1

Answer 4- Validity can be seen as the measure of the scores from a measure that represents the variable that is expected to be represented by it. When a certain measure exhibits the high level of test-retest reliability and consistency, there will be a greater level of confidence in the researcher about the validity of the research that is the chances of showing the expected results are high.

Answer 5= Construct validity is mainly established or exhibited by the researchers with the help of correlating it with various other measures and discussing and providing the reasons from the trends and patterns related to the correlations with which the measure is related in a more theoretically predictable manner. So in order to verify the construct validity, it can be done by comparing the test to the various other tests that are used for the measurement of the identical elements in order to monitor the correlation index of the two methods.  

Answer 6- Both the validity and construct validity are important fo the marketing researches as it will ensure that the test performed is valid and these measures can be used to test the existence of the stated patterns in the research conducted. This type of scale will help the researcher to have a greater surety.