Marketing Research Fundamentals:

Validity and Reliability

Coursera (Marketing Strategy Specialization) –

1
Shameek Sinha
Validity
Do you measure what you intend to measure?

 Internal - Extent to which the research design accurately

identifies causal relationships
 External – Extent to which a causal relationship found in a study
can be expected to be true in the entire target population
 Construct – Extent to which the variables under investigation are
completely and accurately identified prior to hypothesizing any
functional relationships

Coursera (Marketing Strategy Specialization) –

2
Shameek Sinha
Reliability

 Will you find the same results if you repeat the research?

 Statistical designs and measurement techniques can improve the

reliability

Coursera (Marketing Strategy Specialization) –

3
Shameek Sinha