Key Terms (pp. 344-347)  concurrent validity- A classification of criterion validity whereby a new measure correlates with a criterion measure taken at the same time (p. 344.)  predictive validity- A classification of criterion validity whereby a new measure predicts a future event or correlates with a criterion measure administered at a later time (p. 344.)  construct validity- The ability of a measure to conform a network of related hypotheses generated from a theory based on concepts (p. 344.)  …showed first 75 words of 267 total…

…showed last 75 words of 267 total…United Parcel Service’s ERI survey demonstrates the sensitivity of a scale. Reliability and Validity  The measure of a man’s physiological response to a porterhouse steak (ex. saliva production) on a restaurant’s menu may be highly reliable. Though the response doesn’t constitute a valid measure of purchase intention, because it doesn’t consider his wife asking him to try a healthier chicken platter. This example illustrates the difference between reliability and validity.