ABSTRACT
If a researcher measures the wrong things, or the wrong subjects, or uses inappropriate measurement and analysis procedures, then the resulting data will lack validity or reliability or both. Decisions made on the basis of such data will not be effective and may have serious repercussions on the firm’s profitability and market share for years. Whereas anyone familiar with the research process knows we cannot deliver 100 percent accuracy in all research, we can certainly improve accuracy by understanding and controlling for measurement-related errors.
