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Validity in Experimentation

Part 2. Marketing Research

  1. Harmen Oppewal

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem02041

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Oppewal, H. 2010. Validity in Experimentation. Wiley International Encyclopedia of Marketing. 2.

Author Information

  1. Monash University, Melbourne, Victoria, Australia

Publication History

  1. Published Online: 15 DEC 2010


Four types of validity are to be considered when evaluating whether research findings can be interpreted as a legitimate test of a hypothesized relationship between an independent and a dependent variable. They are construct validity, statistical conclusion validity, external validity, and the one at which experiments excel: internal validity. This article focuses on validity in experimentation.


  • internal validity;
  • external validity;
  • threats to internal validity;
  • construct validity;
  • statistical conclusion validity