A scale designed to measure store image would be considered inadequate if it omitted any of the major dimensions (quality,variety,assortment of merchandise,etc. ).This inadequacy would be reflected in the ________ of the scale.
A)construct validity
B)content validity
C)criterion validity
D)internal consistency validity

Question

Quizplus · Accepted Answer

Content validity refers to the degree to which a scale adequately covers all the dimensions or aspects of the construct being measured. In this case, if a scale designed to measure store image omits any major dimensions, it would result in a lack of content validity. Therefore, option B is the correct choice. Construct validity relates to the extent to which a scale accurately measures the construct it intends to measure. Criterion validity is the extent to which a scale can predict or correlate with an external criterion. Internal consistency validity measures the degree of consistency within the items of the scale. However, neither of these three options relate to the issue of missing dimensions of the construct being measured, unlike content validity.

A Scale Designed to Measure Store Image Would Be Considered