Research Topics:

Data Analysis | Decision Research Consultation

Content Type:

Glossary

Concurrent Validity Definition

The degree to which a variable, measured at the same point in time as the variable of interest, can be predicted by the measurement instrument.

Concurrent validity refers to the degree of correlation between the results from a new measurement tool or method and those from an established, well-validated measurement tool. The goal is to assess whether the new tool produces similar results to the existing valid measure. That would indicate the accuracy and consistency of the new method. Concurrent validity is significant because it validates the effectiveness of new measurement tools, thus reducing the risk of drawing incorrect conclusions due to unreliable instruments. Demonstrating correlation with established measures improves credibility of research findings, thus leading to more accurate insights for strategic marketing decisions.

Who relies on concurrent validity?

Researchers, marketing professionals and organizations count on concurrent validity to determine the reliability and accuracy of their new tools or methods of statistical measurement. The goal of the process is to confidently assess their new tool's effectiveness in capturing the same results.

Why should I care about concurrent validity?

Concurrent validity ensures that new research measurement tools and methods are consistent with established ones, which provides confidence in the reliability of research results. The bottom line is that accurate measurement is the foundation of credible research and informed decision making.