Page 104 - DMGT404 RESEARCH_METHODOLOGY

Research Methodology

Notes 5.5.2 Validity Analysis

The paradigm of validity focused in the question "Are we measuring, what we think, we are
measuring?" Success of the scale lies in measuring "What is intended to be measured?" Of the two
attributes of scaling, validity is the most important.
There are several methods to check the validity of the scale used for measurement:
1. Construct Validity: A sales manager believes that there is a clear relation between job
satisfaction for a person and the degree to which a person is an extrovert and the work
performance of his sales force. Therefore, those who enjoy high job satisfaction, and have
extrovert personalities should exhibit high performance. If they do not, then we can
question the construct validity of the measure.
2. Content Validity: A researcher should define the problem clearly. Identify the item to be
measured. Evolve a suitable scale for this purpose. Despite these, the scale may be criticised
for being lacking in content validity. Content validity is known as face validity. An
example can be the introduction of new packaged food. When new packaged food is
introduced, the product representing a major change in taste. Thousands of consumers
may be asked to taste the new packaged food. Overwhelmingly, people may say that they
liked the new flavour. With such a favourable reaction, the product when introduced on a
commercial scale may still meet with failure. So, what is wrong? Perhaps a crucial question
that was omitted. The people may be asked if liked the new packaged food, to which the
majority might have "yes" but the same respondents were not asked, "Are you willing to
give up the product which you are consuming currently?" In this case, the problem was not
clearly identified and the item to be 'measured' was left out.
3. Predictive Validity: This pertains to "How best a researcher can guess the future
performance from the knowledge of attitude score"?

Example: An opinion questionnaire, which is the basis for forecasting the demand for a
product has predictive validity. The procedure for predictive validity is to first measure the
attitude and then predict the future behaviour. Finally, this is followed by the measurement of
future behaviour at an appropriate time. Compare the two results (past and future). If the two
scores are closely associated, then the scale is said to have predictive validity.
4. Criterion Validity:
(a) Examines whether measurement scale performs as expected in relation to other
variables selected as meaningful criteria, i.e., predicted and actual behavior should
be similar
(b) Addresses the question of what construct or characteristic the scale is actually
measuring
5. Convergent Validity: Extent to which scale correlates positively with other measures of
the same construct.
6. Discriminant Validity: Extent to which a measure does not correlate with other constructs
from which it is supposed to differ.

7. Nomological Validity: Extent to which scale correlates in theoretically predicted ways
with measures of different but related constructs.

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