A Market-Based Procedure for Assessing and Improving Content Validity

  • Gary F. GebhardtEmail author
  • François A. Carrillat
  • Robert J. Riggle
  • William B. Locander
Research Article


Psychometric validity requires construct, predictive, and content validity. However, existing methods for ensuring content validity are limited in their ability to identify attributes missing from a content domain or attributes that should be removed from a content domain. In particular, rather than capturing how consumers conceptualize a market construct, existing methods capture how consumers respond to how researchers conceptualize a market construct. The authors propose a market-based procedure for capturing how consumers conceptualize market constructs, including metrics for (1) identifying attributes missing from a content domain and (2) attributes consumers consider outside a content domain.


Psychometrics Content validity Construct validity Socially constructed Market measures Repertory grid 



The authors thank Mike Barnett, Greg Carpenter, Rajiv Dant, Bob Forsythe, Bryant Hudson, Dawn Iacobucci, David Johnson, Patrick Kelly, Anand Kumar, Julie Langford, Jim Lee, Carol Pilon Osborne, Harish Sujan, and Mita Sujan for helpful comments and advice.

Compliance with Ethical Standards

Conflict of Interest

The authors declare that they have no conflict of interest.


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© Springer Science+Business Media, LLC, part of Springer Nature 2019

Authors and Affiliations

  1. 1.HEC MontréalMontréalCanada
  2. 2.UTS Business SchoolUniversity of Technology SydneyUltimoAustralia
  3. 3.Tommy & Victoria Baker School of BusinessThe CitadelCharlestonUSA
  4. 4.Department of Marketing and AnalysisLouisiana Tech UniversityRustonUSA

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