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Colin Jackson recently purchased Blue Waters Adventures,a kayak and canoeing rental business near the Chatsworth River in Arizona.Even though the winters in the area can be cold,kayaking and canoeing activities are generally popular year-round.After two months of operation,it became clear why the previous owners had sold the business: even though it seemed to be ideally located,sales were extremely disappointing.
-Refer to Scenario 4.2.Colin developed a research design to aid his investigation.This design included a questionnaire that attempted to measure "outdoor activity preferences"; however,Colin's MBA professor said that the questionnaire measured not "outdoor activity preferences" but something else.The professor was questioning the research design's

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The professor is questioning the validity of the research design, as the questionnaire may not be measuring what it claims to measure. Validity refers to the extent to which research accurately measures what it is intended to measure.

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