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3.7 Validity Validity focuses on one main question: what is “true”? How is it known? Validity is divided into three different kinds; construct validity, internal validity and external validity (Yin, 1994). Construct validity involves the process of establishing the correct operational measures for the studied concepts. Internal validity should not be used in a descriptive or explanatory study. External validity concerns the issue of determining if a study’s findings are possible to generalize beyond the immediate case study. (Ibid.) 3.8 Reliability The other concept in research quality is reliability. Reliability means that the collected data will be the same if the research will be remade on other occasions. The result must be similar if other researchers would conduct the same study (Saunders et. al, 2012). The researchers aim to ensure that it is possible to follow the same steps, as this thesis has taken and that it will lead to similar results. The data was analysed and interpreted to literature to minimize the risk of drawing false or incorrect assumptions. The research questions were in focus throughout the entire thesis. 26PDF Image | Case Study about how Companies Communicate their Brands on Social Media
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