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Validity - This means that a measurement scale should measure what it is supposed to measure.

Validity may be classified into different types, as described below. The degree of validity of each type is determined by applying logic, statistical procedures or both.

1. Content validity: This type of validity may be of two types - a) Face validity and b) Sampling validity. Face validity is determined through a subjective evaluation of a measuring scale. For example, a researcher may develop a scale to measure consumer attitudes towards a brand and pre-test the scale among a few experts. If the experts are satisfied with the scale, the researcher may conclude that the scale has face validity. However, the limitation of this type of validity is that it is determined by opinions, rather than through a statistical method.

Sampling validity refers to how representative the content of the measuring instrument is. In other words, the measuring instrument's content must be representative of the content universe of the characteristic being measured.

For example, if attitude is the characteristic being measured, its content universe may comprise statements and questions indicating which aspects of attitude need to be measured. In this case, sampling validity will be determined by comparing the items in the measuring instrument with the items in the content universe.

Sampling validity, like face validity, is also based on the judgment and subjective evaluation of both the researcher and outside experts. The determination of the content universe and the selection of the relevant items that are to be included in the measuring scale are both done based on the knowledge and skill of the investigator and other judges.2. Predictive validity: This type of validity refers to the extent to which one behavior can be predicted based on another, based on the association between the results yielded by the measuring instrument and the eventual outcome.3. Construct validity: A construct is a conceptual equation that is developed by the researcher based on theoretical reasoning. Various kinds of relationships may be perceived by the researcher between a variable under study and other variables2.4.2 Reliability

This refers to the ability of a measuring scale to provide consistent and accurate results. To give a simple example, a weighing machine may be said to be reliable if the same reading is given every time the same object is weighed.

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