Content validity

In carrying out research, pertaining to a particular phenomenon of management, it refers to validating a measure by determining the adequacy with which the domain of the characteristic is captured by the measure; it is sometimes called face validity. The most common use of content validity is with multi-item measures. In this case the researcher assesses the representativeness or sampling adequacy of the included items in the light of the purpose of the measuring instrument. Content validation is the most common form of validation in applied marketing research.