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Jack Watson, an MBA student at the University of Tasmania in Hobart, recently purchased a small ice-cream and frozen yoghurt business close to campus to help pay his way through the program.Even though Hobart has cold winters, ice-cream and frozen yoghurt generally sell well year-round.After two months of operation, it became clear why the previous owners had sold the business: even though it seemed to be ideally located, sales were extremely disappointing.
-Jack developed a research design to aid his investigation.This design included a questionnaire that attempted to measure 'ice-cream taste preference'.However, Jack's professor said that the questionnaire measured not 'ice-cream taste preference' but something else.The professor was questioning the research design's:

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The professor was questioning the validity of the research design, as the questionnaire did not measure what it was intended to measure. Validity refers to whether a research instrument or design accurately measures what it is supposed to measure.

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