Validity

Exploring the True Colors in Qualitative Data

Reliability, in the sense of being able to obtain identical findings from repeated executions of a qualitative research design, is debatable.  Validity, however, is another matter.  Validity, in the sense of whether the qualitative researcher is collecting the information (data) he or she claims to be gathering (i.e., ttrue colorshe accuracy of the data), is a topic worthy of much more discussion in the research community, or at the least a greater emphasis in our qualitative research designs.  While qualitative researchers may not be able to replicate their studies, they surely have the means to consider the authenticity of the data.

There was a Research Design Review post back in 2010 that discussed the importance and appropriateness of validity in qualitative research, including the idea that there are ready-made techniques for looking at validity in qualitative research and that, in some ways, validity is already built into our research methods.  To illustrate how qualitative researchers typically incorporate validity Read Full Text

How People Think (Part Deux): Validity is Valid in Qualitative Research

Back in February I posted a discussion concerning “Qualitative Research & Thinking About How People Think.” In it I argued for the idea that “if cognitive principles apply in the quantitative realm then surely they apply to research forms devoted to in-depth conversations and elaborate probes that ladder to key benefits in the qualitative arena.”  I go on in that post to focus on cognitive-process theories – specifically optimization and satisficing – and how they can inform a well-designed approach to qualitative marketing research.

Let’s take this discussion one step further to include validity.  If all research is Read Full Text