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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.
What are the limitations of marketing research? Answer There are two main limitations of marketing research. a. It can't provide decision directly. Marketing research c
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explain Henry Assael Model of buying decision behavior along with the diagram”.
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