Moskal & Leydens (2002) defined the validity as “the degree to which the evidence supports that the interpretations of the data are correct and the manner in which interpretations used are appropriate”. In quantitative research testing for validity and reliability is a given. The validity of the research findings are influenced by a range of different factors including choice of sample, researcher bias and design of the research tools. 1 The University of Northampton, Northampton, United Kingdom. Internal validity utilises three approaches (content validity, criterion-related validity and construct validity) to address the reasons for the outcome of the study. Reliability refers to the degree to which scale produces consistent results, when repeated measurements are made. On the other hand, as one of the largest social media consumer generation of all time, Millennials (according to the U.S definition, people born between 1980 and 2000) are positioned as a particularly interesting group to focus on. Concepts such as reliability, validity and generalisability typically associated with quantitative research and alternative terminology will be compared in relation to their application to qualitative research. Rooted in the positivist approach of philosophy, quantitative research deals primarily with the culmination of empirical conceptions (Winter 2000). Quantitative research relies on the reliability and validity of its data. The problem of validity and reliability in qualitative research is entwined with the definition of qualitative research and the possibility to mirror this in practice to make a qualitative research properly valid and reliable. Reliability refers to the extent to which the same answers can be obtained using the same instruments more than one time. Thus far, we have discussed Instrumentation as related to mostly quantitative measurement. Their suggestions contributed to the questionnaire revision. Therefore, this study is done in order to look for the most influential factors that motivate the consumer's purchase intention on Adidas sportswear in the area of Klang Valley, Kuala Lumpur. uencing the decision about whether to implement of, ndings into nursing practice. Validity and reliability are two important aspects in order to approve and validate the quantitative research. Therefore, the purpose of this thesis is to contribute with a study of the impact of micro-influencer marketing on the Millennials purchasing decision. Micro-influencer marketing also seems to trigger millennials to engage in further research regarding a specific product or others in the same category. Articles on similar topics can be found in the following collections. The interpretation and evaluation of quantitative research studies in Second Language Acquisition. ©2019 "Submit Your Assignment". Validity is always important – even if it’s harder to determine in qualitative research. Knowledge Transfer through Mobile Application Needs Questionnaire: Validity and Reliability, THE IMPACT OF MICRO-INFLUENCER MARKETING ON MILLENNIALS PURCHASING DECISION, ENTREPRENEURSHIP INTENTION BASED ON MODIFIED THEORY OF PLANNED BEHAVIOR, Gaussian Distribution on Validity Testing to Analyze the Acceptance Tolerance and Significance Level, Our Heritage Determinants of Investment Decision in Residential Property -An Empirical Analysis: Evidence from Kolkata, India, Stakeholders’ Intention to Adopt Gene Therapy in Malaysia: Effects of Age, Education, and Religion, The Effect of Corporate Social Responsibility on Customer Loyalty in Mobile Telephone Companies, A study on the Challenges of Food Safety Management System in Selected Tourist Hotels in Colombo City of Sri Lanka, The Intention of Purchasing Power Towards Adidas Sportswear in Klang Valley, Kuala Lumpur, Emerging Issues Related to Validity and Reliability: A Case Study of Vivek Agnihotri's "The Tashkent Files", Internal consistency reliability of single-item measures, Promoting the use of evidence based practice, Measurements in Quantitative Research: How to Select and Report on Research Instruments. As such, the consumer's purchase intention has become more and more of an important factor for companies and brands to understand as there are a lot of competitors that would want to compete with similar customers, so knowing the customer's intention to purchase will give an advantage to the companies and brands. Nursing research in Canada. The answer is that they conduct research using the measure to confirm that the scores make sense based on their understanding of th… Conclusion: The questionnaire is content valid and reliable. Content validity assessment forms and guidelines were given to six experts in nursing and computer sciences. The objective of this article is to assess the effect of background variables such as age, gender, and religion on behavioral intention to adopt gene therapy and its predicting factors. Some researches need data homogeneity. This study aims to determine the intentions of students in entrepreneurship by using Theory of Planned Behavior. This provides an indication of the reliability of the instru-, ment. Revised on June 26, 2020. The goodness of measurement has two essential tools: reliability and validity. Reliability in quantitative research is defined by (Joppe, 2000, cited in Golafshani, 2003) as the “Extent which results are consistent over time and accurate representation of the total population under study”. While most inquired would not admit buying a product directly from a micro-influencer, the results support the idea that micro-influencers are mostly seen as an authentic way of evaluating products and brands. The statistical choice often depends on the design and purpose of the questionnaire. The ‘Method' section should he critically evaluated in order to determine whether the findings that are reported are valid and reliable. In quantitative studies, there are two broad measurements of validity – internal and external. Validity and reliability in quantitative studies Evid Based Nurs. Every research design needs to be concerned with reliability and validity to measure the quality of the research.. What is Reliability? In Malaysia, the Retail Industry business have been growing and expanding as a lot of international brands are entering the Asia market to meet the needs and wants of different segment of customers. Social Media Influencers are individuals that have a considerable number of followers in their accounts, that are able to inspire and reach their followers in a number of topics they post about. Opener. The dispersion of data causes research towards an absurd direction. Quantitative research is based on measurement and is conducted in a systematic, controlled manner. Validity refers to the accuracy of the measurement. What is validity and reliability in quantitative research? The Kuder-Richardson test is a more compli-, cated version of the split-half test. The table below compares the factors influencing validity within qualitative and quantitative research contexts (Cohen, et al., 2011 and Winter, 2000): Qualitative research. ndings of well-conducted quality research. Measurement may be defined as the process of assigning numbers to the properties or attributes of client variables. Verification strategies for establishing reliability validity in qualitative research. Be consistent in how you handle your data. 2015. https:/. Measures exist to numerically represent degrees of attributes. This thesis focuses on micro-influencers (between 10 and 100 thousand followers) and their effect on Millennial's consumer behavior. 8 (4), 597-607. has been cited by the following article: Article. This article addresses issues relating to rigour within qualitative research, beginning with the need for rigour at all in such studies. Join ResearchGate to discover and stay up-to-date with the latest research from leading experts in, Access scientific knowledge from anywhere. Enhancing the validity of the data, as well reliability and ethical issues in qualitative research are described. ©2019 "Submit Your Assignment". Why Does Research Require a Null Hypothesis? Measurement may be defined as the process of assigning numbers to the properties or attributes of client variables. The concept of reliability is then analysed, establishing the traditional understanding of the term, and evaluating alternative terms. Reliability and validity are two very important qualities of a questionnaire. The validity of the research findings are influenced by a range of different factors including choice of sample, researcher bias and design of the research tools. Validity and reliability in quantitative studies Evid Based Nurs. 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