Ensuring validity and reliability in the findings

The credibility of findings is paramount in any qualitative research. Without trustworthiness in the results, even the most meticulously gathered data can lose its value. Two qualities that bolster the credibility of research outcomes are validity and reliability.

Validity: Measuring the right thing

Validity addresses the accuracy of the research. It seeks to answer the question: Is the research genuinely measuring what it aims to measure? In descriptive research, where the objective is to paint an authentic picture of the current state of affairs, researchers are responsible for establishing the necessary validity in their research design.

For instance, if a study aims to understand consumer preferences for a product category, the questions posed should genuinely reflect those preferences and not veer into unrelated territories. Multiple forms of validity, including content, criterion, and construct validity, can be examined to ensure that the research instruments and processes are aligned with the research goals.

Reliability: Consistency in findings

Reliability, on the other hand, refers to the consistency of the research findings. When a study demonstrates reliability, this suggests that others could repeat the study and the outcomes would remain consistent across repetitions.

In descriptive research, factors like the clarity of survey questions, the training of observers, and the standardization of interview protocols play a role in enhancing reliability. Techniques such as test-retest and internal consistency measurements can be employed to assess and improve reliability.