Research Topics:

Data Quality | Qualitative Research | Quantitative Research | The Business of Research

Content Type:

Glossary

Credibility Definition

The accuracy, reliability and believability of an information source or object of study. Also the measure of the statistical significance of estimates produced from various data sets. An estimate produced from a larger data set will generally be a more reliable predictor than an estimate from a smaller data set.

Credibility is the degree of trustworthiness, accuracy, reliability and believability of the information, methods and findings presented in research studies. It is the measure of the statistical significance of estimates produced from various data sets. Credibility confirms that research is conducted with integrity, accuracy and transparency, meaning the results can be considered reliable and valid by stakeholders. Also, credibility ensures that research is taken seriously and serves as a dependable guide for action. Establishing trust demonstrates that research is objective, well-designed and based on rigorous methodologies. In essence, credibility safeguards the reputation of researchers and organizations because it illustrates a commitment to ethical practices and accurate representation of data. 

Who relies on credibility?

Businesses, marketing professionals, decision makers, investors, consumers and regulatory bodies use credible research to make decisions, develop strategies, assess market trends and ensure compliance with industry and professional standards.

Why should I care about credibility?

Credibility impacts the quality and usefulness of marketing research because reliable and credible research is the foundation for making sound business decisions. Without establishing a high level of credibility, research findings may be inaccurate or biased. Ensuring credibility builds value and impact in research outcomes.