A few months ago, Kroger adopted a new brand of organic cheese. However, sales have been lower than expected. Kroger decides to survey some of its customers at its stores to try and understand this issue. It set up demonstrations in several stores and asked consumers to try samples of its organic cheese product. It then asked them how they liked the cheese. The majority of respondents indicated they were very satisfied with the cheese's flavor. This occurred in trial after trial. Kroger is confused. Satisfaction with the cheese is positive, yet sales continued to remain low. They ask you, a marketing consultant, why you think this is. You reply that while the tests had strong ___________, they did not have strong ____________. You recommend that Kroger survey customers on their purchase intentions rather than their satisfaction with the product's taste.

Question

Quizplus · Accepted Answer

The tests had strong reliability because they consistently showed that customers liked the cheese's flavor, but they lacked validity in terms of predicting actual sales or reflecting the real-world purchasing behavior.

A Few Months Ago, Kroger Adopted a New Brand of Organic