search query: @author Sykes, W. / total: 5
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| Author: | Sykes, W. |
| Title: | Validity and reliability in qualitative market research: a review of the literature |
| Journal: | Journal of the Market Research Society
1990 : JUL, VOL. 32:3, p. 289-328 |
| Index terms: | MARKET RESEARCH RELIABILITY METHODOLOGY FIELD RESEARCH |
| Language: | eng |
| Abstract: | Recent market research literature is reviewed with a bearing on validity and reliability. Qualitative research is defined as a whole variety of approaches to the problem of market and advertising research. A distinction is made between apparent, internal, instrumental /or criterion/, theoretical, construct and consultative validity. Validity at the individual level and validity of inferences from qualitative data are discussed. Reliability is a necessary condition to validity. Doubts about the reliability of research methods are discussed. Literature on research process containing recommendations based on theoretical approaches, and literature in which recommendations are based on empirical research are examined and criticized. |
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