Issues of Reliability and Validity of Data - Assignment Example

Part I Introduction Countries vary in their cultures, values, consumption pattern as well as demand of products among many other things. For the analysis of each country, different models need to be formulated for the data collection as consumption pattern and demand is different in each of the countries. Data collection techniques are basically systematic in nature. It allows one to follow a system of conducting the research and the information gathered can be analyzed by using different models of research.

A research is valid if the sources generated for data collection are reliable and are done in a systematic way. One can take both types of data, primary as well as secondary, for the consumers’ demand in these countries. Both the types of data are necessary for finding out the consumer demand in a country. Primary data will provide the information which has not been collected before as it is collected as per the need of the research. Usually the process is expensive and time consuming. The secondary data provides information which has been collected by certain other orgaisations or professionals.

So, it minimizes the cost as well as time. It uses the mediums like surveys, focus group, observations and experiments. To understand the consumer behavior through the analysis of secondary data, tools like purchase panels, database marketing, and neuroscience needs to be used. Qualitative as well as quantitative data are very important for analysis and ensuring the validity and reliability of the consumer behavior data. Quantitative data are more reliable and valid than the qualitative data.

The method for establishing the validity and reliability of qualitative data takes the form of expert interview, participant feedback, regression analysis, and statistical analysis. The contents, structure, criterion and consequential effect provide the required validity. The countries from where data on consumer behavior needs to be collected, in order to meet the requirements of the paper, are USA, UK, Australia, India and Poland. Each of the nations has different markets with different consumption and demand pattern.

United States of America The superpower, USA has a capitalist economy. Consumer behavior is a scientific approach and qualitative techniques can be used by applying ‘Individual - Depth – Interview’ model. Face - to – face interview is possible with more details as it is also related to consumer behavior. It can be conducted through phone and web combination, as it is a direct conversation with the respondent. Quantitative techniques can be used in the form of ‘Structured Questionnaires Model’.

It is specific and quantified form. Both can be used for finding the consumer behavior pattern in USA market. While collecting the data it should be considered that if too many open-ended questions are used, it might make the analysis complicated. Also, inappropriate statistical tests should be avoided. Issues of Reliability and Validity of Data Reliability Reliability is an essential pre-requisite for validity. Inter –observer reliability should be maintained in order to access the degree to which different observers agree when measuring the same phenomenon simultaneously.

Test-retest reliability should be introduced. If variables are unchanged, the test made from the samples should be again tested for close agreement among the tests. Validity The external validity can be checked if the research result can be applied to the real world and it forms a generalization concept. The internal validity can be verified if the observed effects in the research are the results of the experimental condition or treatment, rather than that of intervention. Economic Factors The economic factors that would contribute to analyze the consumer demand in the market of USA are Gross Domestic Product (GDP), Monthly Wholesale Trade, Personal Income and Outlays and monthly sales for retail and food services.

The information of GDP and Personal Income and Outlays can be availed from Bureau of Economic Analysis (BEA). The information of Monthly Wholesales Trade and monthly sales for retail and food services can be availed from Census Bureau of USA. These are the economic indicators of USA market and the sources are also reliable and valid. Bibliography Golafshani, N., (2003). Understanding Reliability and Validity in Qualitative Research. NOVA Southeastern University. Retrieved Online on July 15, 2010 from http://www.nova.edu/ssss/QR/QR8-4/golafshani.

pdf Hoyer, D, W., (2008). Consumer Behavior. Cengage Learning. IDRC., (No Date). Overview of data collection techniques. The International Development Research Centre. Retrieved Online on July 15, 2010 from http://www.idrc.ca/en/ev-56606-201-1-DO_TOPIC.html Moskal, M, B., (No Date). Useful Concepts in Qualitative and Quantitative Research. Southeastern University and college for Engineering Education. Retrieved Online on July 15, 2010 from http://www.succeed.ufl.edu/icee/workshops/moskalworkshopfl.pdf