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Criteria of Validity and Reliability in Quantitative and Qualitative Research

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Abstract

Studies in the social sciences can be classified according to the nature of the data used in quantitative or qualitative ones. It could be argued that the assessment of the validity or reliability methods are specific to the original quantitative research, but that does not mean that these evaluation criteria are not used in the qualitative studies. They are used according to the qualitative nature of the data. In this article, we wish to review the different evaluation methods in both types of research, but the main objective of this work is to show that these methods also exist in its qualitative version and that they are numerous: descriptive, interpretative, communicative, theoretical, historical,by saturation or by triangulation…etc. Keywords: Qualitative Research, Quantitative Research, Evaluation Method, Validity, Reliability.













 


Résumé
Les études en sciences sociales peuvent être classées selon la nature des données utilisées en études
quantitatives ou qualitatives. Et on pourrait faire valoir que les méthodes d’évaluation de la validité ou de la
fiabilité soient - à l'origine- spécifiques à la recherche quantitative, mais cela ne signifierait pas que ces critères
d’évaluation ne soient pas utilisés dans les études qualificatives. Elles les utilisent suivant la nature qualitative de
ses données.
Dans cet article, nous souhaitons passer en revue les différentes méthodes d’évaluation dans les deux types
de recherche, mais l’objectif principal de ce travail est de montrer que ces méthodes existent aussi dans une version
qualitative et qu’elles sont nombreuses : descriptive, interprétative, communicationnelle, théorique, historique
...par saturation ou triangulation, etc.
Mots clés : Étude Qualitative, Étude Quantitative, Méthodes D’évaluation, Validité, Fiabilité.
Summary
Studies in the social sciences can be classified according to the nature of the data used in quantitative or
qualitative ones. It could be argued that the assessment of the validity or reliability methods are specific to the
original quantitative research, but that does not mean that these evaluation criteria are not used in the qualitative
studies. They are used according to the qualitative nature of the data.
In this article, we wish to review the different evaluation methods in both types of research, but the main
objective of this work is to show that these methods also exist in its qualitative version and that they are
numerous: descriptive, interpretative, communicative, theoretical, historical,by saturation or by
triangulation…etc.
Keywords: Qualitative Research, Quantitative Research, Evaluation Method, Validity, Reliability.











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
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
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


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
 



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













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







 































Maria josé Sosa Solórzano 2006











AtkinsonM.:2012, 165
 
Solórzano









Kaplan

 



 









Validity/ ValiditéReliability/
Fiabilité
 



 










 







 
 







Positivism











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
 


 







  






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



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

 
 




 
 



 

Discrimination
 
Convergence



 





  





  



Test-retest


















Joppe


 
 

    
/ConsistencyReliabilityInternal


 Cronbach


Split-Half reliability





Holsti



 





 












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














 


Intersubjective










 


Descriptive Validity



Triangulation

Interpretative Validity





Participants feedback

Theoritical Validity 




Theory triangulation
Evaluative Validity
 

Generalizability 

 


 






 



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 


Validité Interprétative

Réflexivité
IntrospectionInteraction
Triangulation

Cristallisation


Va-et-vient




















Validité communicationnelle


 

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
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



Triangulation
Saturation















 












 







 

  

 














 



 












Credibility
Internal validity
Transferability & Comparability

External validity & Generalizability
Dependability 
ReliabilityConfirmability
Objectivity








 




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
1. Ponterotto & Grieger: Effectively communicating qualicative research. The Counseling Psychologist, 35(3), 2007, p.429.

 

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
10. Holsti C.R.: Content analysis for social science and humanities, New York, Addison, wesley, 1969. & Krippendorff,
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 
 SPSS 
11. Cohen L. Manion L. & Morrisson K.: Research method in education, Routledge, UK, 2007, p. 133.
12. Vasilachis de Gialdino, Irene: Op. Cit.
13. Goetz, J. Y Lecompte, M.: Etnografía y diseño cualitativo en investigación educativa. Madrid: Morata. 1988.
14. Maxwell, J. AUnderstanding and Validity in Qualitative ResearchHarvard Educational Review (1992), 62(3), 279-299.
15. Lincoln, Y. S., & Guba, E. G.: Naturalistic inquiry. Beverly Hills, CA: Sage, 1985. p.316.
16. Andréani J.C., Conchon F. : Les méthodes dévaluation de la validité des enquêtes qualitatives en marketing, Actes du
3ème congrès International sur les tendances du Marketing en Europe, 28-29 novembre, Venise, Italie. 2003.
17. Beaud, Stéphan & Weber, Florence : Guide de lenquête de terrain, la découverte, Paris XIIIe, 2003, Chap.4-6.
18. Duchesne, Sophie & Haegel, Florence : Lenquête et ses méthodes : les entretiens collectif, Nathan, collection 128, juin
2004, pp. 117-122.
19.
Perez
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pp. 109-121.
20. Goetz, J. Y Lecompte, M.: Op. Cit.
 
22. Onwuegbuzie Anthony J. & Collins Kathleen M. T.: A Typology of Mixed Methods Sampling Designs in Social Science
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Food safety has been a hot topic for centuries (Odeyemi et al, 2019), As a result, the main purpose of this article is to identify the brand crisis caused by food safety scandal with a phenomenological approach. For this purpose, interpretive paradigm, qualitative approach, and Phenomenological strategy were used. The data were obtained by comparing two communities of experts and operational managers of food industry companies. In order to reach the experts in the field of marketing-brand and operational managers, the snowball sampling method was chosen and the tactic of hidden content analysis was used to analyze in-depth interviews. MAXQDA 2020 software was used for coding. Findings and results show that the phenomenon of brand crisis is caused by three dimensions of crisis severity, anti-consumption attitude and severity negative consumer feelings, which these three dimensions are fluid and intertwined. They form different levels of brand crisis: brand avoidance, brand dislike, rejection of brand hegemony, opposition to the brand and brand hate. Keywords: Brand crisis, brand avoidance, brand dislike, rejection of brand hegemony and brand hate.
  • Gialdino Vasilachis De
Vasilachis de Gialdino, Irene: Los fundamentos ontológicos y epistemológicos de la investigación cualitativa, Forum: Qualitative Social Research, Volumen 10, No. 2, Art. 30 -Mayo 2009.
The Research Process
  • M Joppe
Joppe, M. (2000). The Research Process. Retrieved December 16, 2006, from http://www.ryerson.ca/~mjoppe/rp.htm. ‫هناك‬ ‫ن‬ ‫ا‬ ‫إال‬ )*(
Research method in education
  • L Cohen
  • L Manion
  • K Morrisson
Cohen L. Manion L. & Morrisson K.: Research method in education, Routledge, UK, 2007, p. 133.
Les méthodes d'évaluation de la validité des enquêtes qualitatives en marketing, Actes du 3 ème congrès International sur les tendances du Marketing en Europe, 28-29 novembre, Venise, Italie
  • J C Andréani
  • F Conchon
Andréani J.C., Conchon F. : Les méthodes d'évaluation de la validité des enquêtes qualitatives en marketing, Actes du 3 ème congrès International sur les tendances du Marketing en Europe, 28-29 novembre, Venise, Italie. 2003. 17. Beaud, Stéphan & Weber, Florence : Guide de l'enquête de terrain, la découverte, Paris XIII e, 2003, Chap.4-6.