Market research glossary
New to the market research world? Keen researcher looking to brush up on your terminology? The FieldworkHub glossary is here to help you understand common methods and concepts used across the industry, so you can gain better understanding of the tools we use that drive smarter business decisions.
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Validity
Validity is a term in market research referring to how accurately a methodology measures the intended objective. When research is conducted with validity in mind, it ensures the results are truthful and result in more well-informed business strategy. Poor validity results in misleading data that can lead to incorrect conclusions.