Challenges of validity and reliability in research
Before recognizing the challenges associated with research it is important to define the characteristics of its validity and reliability. For the research to be considered valid the measurement process should have provided an answer to the research question formulated. In addition to validity, the research must also be reliable. The reliability of research addresses whether repeated measurements would provide consistent results under the same circumstances, over time (Handley, n.d., p. 1).
The design of Team B research question was to determine how to improve the level of service to its cell phone customers regarding specifically the level of satisfaction with their products, repair, and service. According to Cooper and Schindler the research question is “…a fact-oriented, information gathering question” (Cooper & Schindler, 2006, p. 63). Team B’s challenge was to ask a research question specific enough that the data gathered was sufficient to answer it effectively. Although measurements gathered provide the team with basic information regarding customer satisfaction levels, perhaps the initial research question was too broad to gather conclusively detailed information to increase customer satisfaction. However, fine-tuning the research question may provide definitive answers separating Team B from its competing carriers.
Team B was also faced with challenges in regard to the collection of data. Because of the vast number of cell phone users it would have been an impossible task to conduct a survey of the entire population. The sample population of 146 people was representative of various regions of North America. Conducting the survey using a larger sample size the results may have changed however, it would be unlikely that a dramatic statistical difference would be found.
Their survey of a sample population of cell phone users was formatted to gather enough information enabling a...