Face validity

Face validity refers to the degree to which a measurement or piece of research is relevant – i.e. does it actually cover the concept or variable that it is trying to measure. Generally, face validity refers to whether a test 'looks like' it will work, as opposed to validity, which accurately shows whether the actual purpose of the research was fulfilled.

Face validity is known as the ‘eyeball test’ as it asks whether a test looks valid on the surface. It is the first line of evaluation of a piece of research and is based on the subjective judgement of either participants or experts. Assessing face validity is a quick and easy way to check whether a measure seems relevant, reasonable and clear in its purpose. It checks a measure’s effectiveness before investing into time consuming and costly validation procedures.

Unfortunately, face validity is not a rigorous form of validity as it doesn’t guarantee whether a test measures what is supposed to measure. For example, a test can have high face validity but can still be scientifically flawed and may fail to measure the intended concept. Face validity can’t act as a substitute for more rigorous forms of validity such as construct validity.

However, face validity should still be checked in market research studies for various reasons. It plays a significant role in ensuring greater levels of participation engagement. If respondents fully understand the aim of the research and the relevance of the questions, they are more likely to show trust in the research process. This trust will give rise to thoughtful responses and improve the depth of the study. High face validity can also enhance the credibility of the study.

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Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.