Discriminant validity
The field of marketing uses many statistically different methods for assessing discriminant validity. However, the discipline lacks an underlying standard as to which method(s) provides the most accurate and consistent results, especially given the varying conditions that exist within quantitative data and analysis. This lack of consistency creates the potential for inaccurate assessments of discriminant validity that either allows redundant constructs into the field or prevents the introduction of useful constructs, depending on whether discriminant validity truly exists or not. As such, it is likely that both redundant and missing constructs are present in our theories. This article...
