Qualitative: Validity, reliability

 

This Comments section includes two essays. The first of these is by Debra and Michael Harker from the University of the Sunshine Coast, Queensland, Australia. They discuss issues being faced by advert ...

Peter Mark has 71 hairdressing salons across Ireland. In an industry where head-office driven promotional campaigns are a rarity, it wanted to create a central database of customers, whose details wer ...

Following an overview of the history and current status of the certification issue, this paper reviews the several sides of the debate. This includes: a clarification of terms (what is certification a ...

Changes in the business, firm and managerial environment are increasing the pressures on managers to make more and better decisions, yet such managers have less time and possibly less information avai ...

Summary and discussion of an earlier article by the same author (Sykes, vol 32 (3), 1990), in which she was commissioned to review the market research literature on the issues of validity and reliabil ...

The concepts of validity in humanist-based qualitative and positivist-based quantitative market research are compared. It is argued, within the context of science as rhetoric, that whether we regard a ...