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market research - Coggle Diagram
market research
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validity - measure how good the design and methods of research are and suggests whether the findings or the research can be trusted. E.g. research conducted by a researcher who asks leading questions is not valid as answers may be swayed.
reliability - indication of whether the results from a sample are representative of a wider group of population as a whole. E.g. research based on a sample from one social group is not reliable if making generalisations about whole UK population.