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    Question

    The notion of whether the research measured what was

    intended to be measured is referred to as:
    A validity Correct Answer Incorrect Answer
    B measurability Correct Answer Incorrect Answer
    C reliability Correct Answer Incorrect Answer
    D objectivity Correct Answer Incorrect Answer
    E None of these Correct Answer Incorrect Answer

    Solution

    Validity involves the notion of whether the research measured what was intended to be measured. In other words, does the research tell marketers what they need to know?

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