_______________ involves correlating two different measurements of the same marketing phenomenon administered at the same point in time.
A) Split half reliability
B) Concurrent validity
C) Pragmatic judgment
D) Convergent validity

Question

Quizplus · Accepted Answer

Concurrent validity evaluates a measure by comparing it to another measure of a phenomenon,with both measures taken at the same time.It is excellent for validating a new measurement instrument with another that has already been established.

_______________ Involves Correlating Two Different Measurements of the Same Marketing