Marketing researchers at Nike decided to test several new designs and colors of shoes with its young, urban target market. The shoe colors used in the experiment were bright yellow, light blue, bright green, red, and black. Nike repeated the particular experiment several times in different large cities and discovered that the results produced each time were nearly identical. The participants preferred the green, red, and black. However, when the shoes were produced, the sales were higher for the plain white version, the black, and red. The sales of the bright green were very low. Nike couldn't understand why the test results were consistent, but the results didn't match with the actual sales. This phenomenon would indicate that the test results were _____ but not _____.

Marketing researchers at Nike decided to test several new designs and colors of shoes with its young, urban target market. The shoe colors used in the experiment were bright yellow, light blue, bright green, red, and black. Nike repeated the particular experiment several times in different large cities and discovered that the results produced each time were nearly identical. The participants preferred the green, red, and black. However, when the shoes were produced, the sales were higher for the plain white version, the black, and red. The sales of the bright green were very low. Nike couldn't understand why the test results were consistent, but the results didn't match with the actual sales. This phenomenon would indicate that the test results were _____ but not _____.

Marketing researchers at Nike decided to test several new designs and colors of shoes with its young, urban target market. The shoe colors used in the experiment were bright yellow, light blue, bright green, red, and black. Nike repeated the particular experiment several times in different large cities and discovered that the results produced each time were nearly identical. The participants preferred the green, red, and black. However, when the shoes were produced, the sales were higher for the plain white version, the black, and red. The sales of the bright green were very low. Nike couldn't understand why the test results were consistent, but the results didn't match with the actual sales. This phenomenon would indicate that the test results were _____ but not _____.




A. reliable; valid

B. compatible; valid

C. predictable; compatible

D. compatible; useful

E. valid; reliable



Answer: A. reliable; valid


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