A Market-Based Procedure for Assessing and Improving Content Validity

Gary F. Gebhardt (), François A. Carrillat (), Robert J. Riggle () and William B. Locander ()
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Gary F. Gebhardt: HEC Montréal
François A. Carrillat: University of Technology Sydney
Robert J. Riggle: The Citadel
William B. Locander: Louisiana Tech University

Customer Needs and Solutions, 2020, vol. 7, issue 1, No 3, 19-41

Abstract: Abstract Psychometric validity requires construct, predictive, and content validity. However, existing methods for ensuring content validity are limited in their ability to identify attributes missing from a content domain or attributes that should be removed from a content domain. In particular, rather than capturing how consumers conceptualize a market construct, existing methods capture how consumers respond to how researchers conceptualize a market construct. The authors propose a market-based procedure for capturing how consumers conceptualize market constructs, including metrics for (1) identifying attributes missing from a content domain and (2) attributes consumers consider outside a content domain.

Keywords: Psychometrics; Content validity; Construct validity; Socially constructed; Market measures; Repertory grid (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1007/s40547-019-00099-w

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