A research procedure's ability to measure what it is intended to measure is called
A) hypothesis.
B) marketing research.
C) consistency.
D) reliability.
E) validity.

Question

Quizplus · Accepted Answer

The ability of a research procedure to measure what it is intended to measure is called validity. Reliability refers to the consistency of measurement, but it does not necessarily ensure that the measurement is measuring what it is intended to measure. A hypothesis is a statement or prediction that can be tested through research, and marketing research is a specific type of research focused on understanding consumer behavior and preferences.

A Research Procedure's Ability to Measure What It Is Intended