MK332 Study Guide - Midterm Guide: Convergent Validity, Construct Validity, Face Validity

• School: Emerson College
• Department: Marketing Communication (MK)
• Course: MK332
• Professor: Seounmi Youn

Document Summary

The extent to which the scale captures all aspects of the construct to be measured. Is the extent to which a rating scale truly reflects of the underlying variables it is. Validity: -a valid device measures what it is supposed to measure. Reliability: how consistent or stable the scale measures the concept or construct. attempting to measure. The content of a scale seems to tap all relevant facets of the concept or construct (self-evidence) Represents the extent to which the content of a measurement scale seems to tap all relevant facets of an issue that can influence respondents" attitude. Assesses the nature of the underlying variable or construct measured by the scale, by examining the scale"s convergent and discriminant validity. Correlations with other concepts that we would expect to be related (e. g. , impulse buying & materialism) A lack of correlations with other concepts that we would not expect to be related (e. g. , impulse buying & environmental concern)