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Author Question: Name and describe the components of construct validity.[br][br][b][color=#FA1639]Question ... (Read 70 times)

jilianpiloj

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on: Jun 29, 2018
Name and describe the components of construct validity.

Question 2

Which of the following marketing communications strategies uses the do-learn-feel responsive model?
 a. informative c. habit formation
  b. affective d. self-satisfaction


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aruss1303

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Reply #1 on: Jun 29, 2018
Answer to Question 1

Construct validity exists when a measure reliably measures and truthfully represents a unique concept. It consists of several components:
(1) Face validity - refers to a scale's content logically appearing to reflect what was intended to be measured.
(2) Content validity - the degree that a measure covers the breadth of the domain of interest.
(3) Convergent validity - another way of expressing internal consistency. Highly reliable scales contain convergent validity.
(4) Criterion validity - addresses the question, Does my measure correlate with measures of similar concepts or known quantities?
(5) Discriminant validity - represents how unique or distinct is a measure.

Answer to Question 2

C
Definition of habit-formation strategy


jilianpiloj

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Reply #2 on: Jun 29, 2018
Thank you :)


aruss1303

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Reply #3 on: Jun 29, 2018
Happy to help you


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