For a marketing research study to have validity, it must actually measure what it sets out to measure.
Explanation:
When it comes to research, we need to make sure that the measures we are using are reliable and valid.
Reliability refers to consistency across time, items, and researchers. Validity refers to what degree the results of the research reflect what they are intended to reflect (if the research actually measures what it has set out to measure). There are three main types of validity:
face validity - the extent to which the research actually measures what it's supposed to measure;
content validity - the extent to which a measure represents all aspects of the researched phenomenon;
criterion validity - whether the results of the research correlate with other variables they are expected to be correlated with and not correlated with variables they are not expected to be correlated with.
