Research Topics:

Data Quality | Quantitative Research

Content Type:

Glossary

Face Validity Definition

The intuitive test of whether a measurement seems to measure what it is supposed to measure.

Face validity tests whether a measurement seems to measure what it is supposed to measure. It’s considered to be a first-impression test, as it’s used to judge the superficial appearance, or face value, of a research instrument or method. Simply put, it's about whether a method looks like it's capturing the intended information without delving deep into its technical validity.  Although face validity is not a substitute for in-depth testing, it enhances the credibility of research because it provides a sense of relevance and suitability.  It helps ensure that the method in questions is the right choice to meet research goals. Maintaining face validity can improve a respondent's trust in the research process.

Who relies on face validity?

A face validity test is a possible first step for marketing professionals to take to determine the appropriateness of their research methods. This often happens during the initial stages of research tool development. What’s more, stakeholders who want a quick, intuitive sense of research may also rely on face validity.

Why would I care about face validity?

Face validity provides a simple, first-step indication of whether a research tool seems relevant and appropriate for its intended purpose. It can help to quickly determine glaring issues in a method. Although this method does not guarantee results, it can erase doubts among respondents to the validity of the research and improve the reliability of data collected.