When evaluating any marketing research study, the research validity, reliability, the sample frame and sample size and the sample's _______ should be considered.

Question

Quizplus · Accepted Answer

The representativeness of the sample is important because it determines whether the findings of the study can be generalized to the larger population. Validity and reliability are also important, but they pertain more to the quality of the research design and methods used, rather than the characteristics of the sample. Responsiveness and originality are not relevant factors when evaluating a marketing research study. Accessibility can be important, but only in terms of whether the sample was accessible for recruitment and data collection.

When Evaluating Any Marketing Research Study, the Research Validity, Reliability