You work for a clothing merchandiser that has been using the same fabric manufacturer for the last decade. When a new designer joins the team, he asks the team if they have considered using an alternative fabric manufacturer whose prices are more affordable. The team is mainly concerned about sacrificing quality and style for cheaper prices, but the new designer assures everyone that there are companies out there that produce high quality goods at reasonable rates. The team decides to research possible alternatives.

Which of the following purchase behaviors is represented in the business buying situation described above?

a. Extended problem solving.
b. Limited problem solving.
c. Impulse buying behavior.
d. Low-involvement decisions.
e. Routinized response behavior.

Reliability and validity reliability and validity are two important considerations that must be made with any type of data collection. reliability refers to the ability to consistently produce a given result. in the context of psychological research, this would mean that any instruments or tools used to collect data do so in consistent, reproducible ways. unfortunately, being consistent in measurement does not necessarily mean that you have measured something correctly. to illustrate this concept, consider a kitchen scale that would be used to measure the weight of cereal that you eat in the morning. if the scale is not properly calibrated, it may consistently under- or overestimate the amount of cereal that’s being measured. while the scale is highly reliable in producing consistent results (e.g., the same amount of cereal poured onto the scale produces the same reading each time), those results are incorrect. this is where validity comes into play. validity refers to the extent to which a given instrument or tool accurately measures what it’s supposed to measure. while any valid measure is by necessity reliable, the reverse is not necessarily true. researchers strive to use instruments that are both highly reliable and valid.