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Discuss construct validity and types of construct validity.
Answer
Construct validity addresses question of what construct or characteristic the scale is, in fact, measuring. When assessing construct validity, researcher attempts to answer theoretical questions about why scale works and what deductions can be made concerning underlying theory. Hence, construct validity requires a sound theory of nature of construct being measured and how it relates to other constructs. Construct validity is most sophisticated and tough type of validity to establish. Construct validity includes convergent, discriminant, and nomological validity.
Explain the Conceptual and Empirical Research Conceptual research is associated to some abstract ideas of theory. It is normally used by thinkers and philosophers to develop n
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list out secondary sources of information while pursuing market research
These models are examined giving attention to their origin and implications and include: The Action desire interest attention (AIDA) Model The Hierarchy-of-Effects Model -
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