Good marketing research is research that is _______, in that the research is measuring what it intended to measure.

Question

Quizplus · Accepted Answer

Validity refers to the accuracy and truthfulness of research results. A research method is considered valid if it measures what it is intended to measure. Therefore, good marketing research should be valid. Reliable research is also important, but it refers to the consistency of research results rather than the accuracy of the measurement. Viable and pliable are not relevant to the concept of marketing research validity.

Good Marketing Research Is Research That Is _______, in That