Although often discussed in the context of sample representativeness, we know that survey design also affects validity. Validity is concerned with the accuracy of our measurement.
Questions’ wording, order, format, structure, and visual layoutĪlthough all these issues are important, at the end of the day, what we want is to create surveys that yield results that are valid and reliable.ĭiscussions about validity and reliability are common in the field of psychometrics, but not so much in market research. We need to consider many things in order to write surveys that gather high-quality data. E.g., to determine the performance of students in a particular exam, predictive validity will be obtained by computing the correlation coefficient between a distribution of test scores obtained at an earlier time against a distribution of scores on some later criterion measure.We expect validity and reliability in surveys, but a lot of work is required to achieve both. Use of predictive validity to measure data or prediction of future events. The use of concurrent validity as a measure for calculation of correlation coefficient between the distribution of test scores and some concurrently existing criterion measure. The problem with criterion related validity is that it could be difficult to achieve the external criterion with which to draw comparison. For instance, criterion related validity can be used to predict the success or failure of students from a university’s Post UTME exam. Criterion related validity could be used by comparing tests or scale scores with one or more external variables or criteria known or believed to measure the attribute being studied. In an attempt to validate the instrument, a questionnaire could be administered to selected respondents who may not be included in the sample with aim of determining whether the questions will mean same thing to the entire respondents. The content validation of the research instrument is essentially based on one’s judgement. In most cases the research supervisor is best fit to determine the validity of the research instrument. An expert opinion should be sought to ascertain validity of the instrument. To improve the validity of an instrument, the following should be done Clear and standard data collection instruments should be provided to forestall error. Another method of establishing reliability is to ask questions that increases the chances of memory relapse, failure or loss. This involves administering the same questionnaire to same group of respondents at different point in time also known as pilot test. To adopt a test and re-test administration, if the researcher is using questionnaire. 
To improve the reliability of data collection instrument, the researcher has to do the following:
During research, it is of great importance for the researcher to discuss the degree of validity and reliability of measuring instrument in research.
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