Validity and reliability of qualitative research represent the key aspects of the quality of research. When handled meticulously, the reliability and validity parameters help differentiate between good and bad research.
The buying process goes through a series of steps, leading to a purchase decision (Ordun and Ordun, 2015). The series of steps that lead to either of the two outcomes is very important for marketers to understand to avoid negative outcomes. To understand these steps, marketers should first assess consumer buying behaviour.