validity
Definition:
The extent to which the measurement process devised to measure marketing phenomena is free from systematic errors. In testing the validity of a measurement instrument the researcher might use any or all of the following: (a) content validity, (b) criterion validity, (c) construct validity.
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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [George Avlonitis], [1998].