WEEK VIII ASSIGNMENT. External Validity. Business & Marketing Essay

External Validity
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External validity is all about applying the conclusion of research or scientific study outside the context of that research or study (Topp, 2001). In simple words, we can say that it is the extent to which the outcomes or results of a study are generalized to different people, situations, times and stimuli. On the other hand, internal validity is the extent to which a particular piece of evidence supports one or more claims in the context of specific research or study.
Importance of External Validity in a Research Study
In most circumstances, general outcomes or results are the primary goals of a study or research; this is why external validity is given preference over internal validity. It helps answer general or basic questions, such as can we apply a specific study to the real world and is it possible to check the validity of specific research or study at different times (Sedgwick, 2014). In case our research is applicable to multiple settings, times, people and experiments, then external validity will be high and we will be able to obtain reliable and accurate results. If the study or research is not possible to be replicated in different situations, then external validity will be extremely low. In this situation, we will depend on internal validity for effective results. Historically, researchers have mostly focused on external validity due to its applications to a variety of people, situations, settings and times.
Difference between Internal and External Validity
As already said, the extent to which evidence supports a specific claim is internal validity. On the other hand, external validity is where the outcome of a particular study can be applied to other situations, people, settings or times (Baldwin, 2018). Internal validity is nothing more than the measure of the accuracy of an experiment...