Question

When we consider data quality, what are the differences among validity, reliability, and representativeness? How can you know the data have high levels of these characteristics?

Answer 1

Validity is the degree to which the research measures what it has to measure. High validity = Proper Research Design.

Reliability is the measure to which research measurement techniques are free of error or mistakes. High realiability = Reasearchers know the sample fully understands the question asked.

Representativeness is the extent to which consumers in a study are similar to the larger group of interest. High representativeness = Sample is large and chosen in an unbiased way.