2010•Wiley International Encyclopedia of MarketingRequires access

Validity in Experimentation

Harmen Oppewal

Abstract

Abstract 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.

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Available abstract

Key concepts: External validity, Construct validity, Internal validity, Criterion validity, Concurrent validity, Incremental validity, Psychology, Test validity