Which of the following statements regarding the reliability and validity of international marketing studies is true?
A) Validity and reliability do not apply to secondary research studies.
B) Validity and reliability do not apply to primary research studies.
C) Validity and reliability are easiest to measure for secondary data sources.
D) Validity and reliability are more difficult to assess when using secondary data sources.
E) Validity and reliability are more difficult to assess when using primary data sources.
Correct Answer:
Verified
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