Research Topics:

Data Analysis | Data Quality | Quantitative Research

Content Type:

Glossary

Criterion-Related Validity Definition

The degree to which a measurement instrument can predict a variable that is designated a criterion.

Criterion-related validity refers to the degree to which a given measure or assessment tool predicts or correlates with a variable that is designated as a specific criterion (a principle or standard by which something may be judged or decided). It determines the ability of the research instrument to accurately forecast consumer behavior, preferences or other relevant marketing outcomes. Criterion-related validity is key because it assesses the accuracy of market research tools and methods used to gather data about consumer behavior. What’s more, it ensures that the insights drawn from the research accurately reflect real-world actions and preferences.

Who relies on criterion-related validity?

Marketing professionals and researchers, as well as businesses, use criterion-related validity to evaluate the effectiveness of their tools and measures in predicting consumer behavior, preferences and other relevant outcomes.

Why should I care about criterion-related validity?

Criterion-related validity impacts the accuracy and reliability of research insights. High criterion-related validity means research tools can reliably predict consumer behavior, which leads to informed marketing decisions and strategies. Conversely, low validity can lead to misguided efforts and ineffective marketing campaigns.