The higher the level of correlation between focus group and questionnaire findings, the high the level of criterion-related validity.Д¤. The same issue can also be assessed through devising questionnaire to be answered by current and potential customers of the brand. This specific type of validity correlates results of assessment with another criterion of assessment.Д®xample: nature of customer perception of brand image of a specific company can be assessed via organising a focus group. Criterion-Related Validity involves comparison of tests results with the outcome. Application of construct validity can be effectively facilitated with the involvement of panel of вЂexpertsвЂ™ closely familiar with the measure and the phenomenon.Д®xample: with the application of construct validity the levels of leadership competency in any given organisation can be effectively assessed by devising questionnaire to be answered by operational level employees and asking questions about the levels of their motivation to do their duties in a daily basis.ДЈ. Construct Validity relates to assessment of suitability of measurement tool to measure the phenomenon being studied. In other words, in this case a test may be specified as valid by a researcher because it may seem as valid, without an in-depth scientific justification.Д®xample: questionnaire design for a study that analyses the issues of employee performance can be assessed as valid because each individual question may seem to be addressing specific and relevant aspects of employee performance.Дў. Face Validity is the most basic type of validity and it is associated with a highest level of subjectivity because it is not based on any scientific approach. Moreover, validity can also be divided into five types:ДЎ. It can be specified that вЂњinternal validity refers to how the research findings match reality, while external validity refers to the extend to which the research findings can be replicated to other environmentsвЂќ (Pelissier, 2008, p.12). Research validity can be divided into two groups: internal and external. However, the scale is not valid because it does not display the actual weight of the item.

For example, if a weight measuring scale is wrong by 4kg (it deducts 4 kg of the actual weight), it can be specified as reliable, because the scale displays the same weight every time we measure a specific item. Reliability alone is not enough, measures need to be reliable, as well as, valid. In simple terms, validity refers to how well an instrument as measures what it is intended to measure. Research validity in surveys relates to the extent at which the survey measures right elements that need to be measured.

Validity and reliability of instruments