Reliability is chiefly concerned with making sure the methods of data gathering leads to consistent results. In other words, would similar results be obtained if another group containing different respondents or a different set of data points were used? For example, if 40 salespeople out of 2,000-person corporate sales force participate in a research study focusing on company policy, is the information obtained from these 40 people sufficient to conclude how the entire sales forces feels about company policies? What if the same study was done again with 40 different salespeople, would the responses be similar? This problem relates to whether research results can be applied to a wider group than those who took part in a study. While research validity is measured in several ways, those evaluating research results should keep asking this simple question: Is the research measuring what it is supposed to measure? If the marketer has doubts about the answer to this question then it is possible the results should also be questioned. For instance, if a marketer is purchasing a research report from a company claiming to measure how people prefer the marketer’s products over competitors’ products, the marketer should understand how the data was gathered to help determine if the research really captures the information the way the research company says it does. But basically, validity boils down to whether the research is really measuring what it claims to be measuring. This problem with data gathering represents several concepts that to the non-researcher may be quite complex. In particular, many research mistakes occur due to problems associated with research validity and research reliability.
CONCEPT OF VALIDITY AND RELIABILITY IN RESEARCH FULL
There are many reasons why research may not yield good results (a full discussion being beyond the scope of this tutorial), however, most errors can be traced to problems with how data is gathered. In fact, all research, no matter how well controlled, carries the potential to be wrong. But even marketers conducting small, informal research should know that any type of research performed poorly will not yield relevant results.
Validity refers to whether the study or measuring test is measuring what is claims to measure.As we discussed, not all research requires undertaking an elaborate study. This can be split into internal and external reliability. Reliability refers to how consistent the results of a study are or the consistent results of a measuring test. What is difference between validity and reliability? Validity in data collection means that your findings truly represent the phenomenon you are claiming to measure.
More specifically, validity applies to both the design and the methods of your research.
In general, VALIDITY is an indication of how sound your research is. The ACT is valid (and reliable) because it measures what a student learned in high school.Ĭorrespondingly, what is a validity in research?
A test is valid if it measures what it's supposed to. Subsequently, question is, what is validity and reliability in research examples? Reliability implies consistency: if you take the ACT five times, you should get roughly the same results every time. The validity of a measurement tool (for example, a test in education) is the degree to which the tool measures what it claims to measure. Validity is the extent to which a concept, conclusion or measurement is well-founded and likely corresponds accurately to the real world. In this way, what is an example of validity? For example, if a weight measuring scale is wrong by 4kg (it deducts 4 kg of the actual weight), it can be specified as reliable, because the scale displays the same weight every time we measure a specific item. In simple terms, validity refers to how well an instrument as measures what it is intended to measure.
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