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Importance of validity and reliability in business research

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Can someone explain why you would need to consider reliability and validity when conducting business research?

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https://brainmass.com/business/business-management/importance-of-validity-and-reliability-in-business-research-592795

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Organizations must ensure that validity exists in their research because validity is necessary to ascertain whether the research i measures what it claims to be measuring and businesses must understand how data ...

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This solution discusses the importance of validity and reliability in business research.

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