When analysing market research data, it is important to use reliable and valid measures. This ensures that the variable that a researcher is trying to measure (e.g. customer satisfaction) is actually the variable that is measured. It is enables the influence of one variable (e.g. customer satisfaction) to be distinguished from other variables (e.g. service quality, value perceptions). If variables are correlated too strongly, their effects become entangled, and it can be difficult to conclude which variable is having which influence. Reporting results to clients can then become confusing at best and ethically dubious at worst. Reliability and validity assessment has been developed to allow greater confidence when reporting the influence of variables. This workshop will explain the concepts of reliability and validity and their assessment and interpretation.
This course will benefit market research agency staff and practitioners who seek to expand their methodological skillset.
Attendees will be informed of the latest thinking and approaches in the field of reliability and validity assessment. Attendees should be comfortable with quantitative techniques.
After completing this course, participants will:
Aston Business School
Aston University,Birmingham,B4 7ET
More details of the venue can be found at their website. Visit it here.
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