Developing Reliable and Valid Measures

Course context:

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.

Who will benefit from this course?

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.

Aims and objectives

After completing this course, participants will:

• be familiar with the concepts of measure reliability and validity
• understand how to assess measure reliability and validity using a number of techniques
• understand the advantages and disadvantages of the various techniques

Venue

Aston Business School
Aston University,Birmingham,B4 7ET

More details of the venue can be found at their website. Visit it here.