Lucy is conducting market research to gauge home owner's interest levels in different types of imported rugs. However, because this is a somewhat specialized topic, she is worried that respondents may not know enough to tell the types apart, meaning they may indicate that they like Bokhara rugs best when they really prefer Khotan rugs. In other words, Lucy is concerned about the _____ of her results, or the extent to which her data measures what it is intended to measure.

Lucy is conducting market research to gauge home owner's interest levels in different types of imported rugs. However, because this is a somewhat specialized topic, she is worried that respondents may not know enough to tell the types apart, meaning they may indicate that they like Bokhara rugs best when they really prefer Khotan rugs. In other words, Lucy is concerned about the _____ of her results, or the extent to which her data measures what it is intended to measure.

Lucy is conducting market research to gauge home owner's interest levels in different types of imported rugs. However, because this is a somewhat specialized topic, she is worried that respondents may not know enough to tell the types apart, meaning they may indicate that they like Bokhara rugs best when they really prefer Khotan rugs. In other words, Lucy is concerned about the _____ of her results, or the extent to which her data measures what it is intended to measure.



a) Validity

b) Decision support

c) Viewpoint

d) Hidden purpose

e) Interval



Answer: a) Validity


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