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) internal consistency validity
B) construct validity
C) content validity
D) criterion validity

Question

Quizplus · Accepted Answer

Content validity relates to the extent to which a scale covers all the major dimensions of a concept being measured. In this case, if a store image scale leaves out any major dimensions, then its content validity is questionable. Internal consistency validity pertains to the degree to which items within a scale consistently measure the same construct. Construct validity refers to the ability of the scale to measure the underlying construct it is intended to measure. Criterion validity pertains to the extent to which a scale correlates with a gold standard or established criteria for the concept being measured.

A Scale Designed to Measure Store Image Would Be Considered