Validity in Experimentation
Part 2. Marketing Research
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Oppewal, H. 2010. Validity in Experimentation. Wiley International Encyclopedia of Marketing. 2.
- 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