Professional Documents
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Business Research Methods
Business Research Methods
Research Methods
William G. Zikmund
Chapter 13:
Measurement
Concept
V a lid it y
F A C E O R C CO R N I T E NR TI O N C V O A N L S I D T IR T UY C T
C O N C U R PR RE EN DT I C T I V E
Reliability
R E L I A B I L I T Y
S T A B I L I T Y I N T E R N A L C O N S I S
T E S T R E TE E Q S U T I V A L E NS TP LF IO T RT I MN SG H
Sensitivity
• A measurement instrument’s ability to
accurately measure variability in stimuli or
responses.