Predictive Validity

Definition

Predictive validity (sometimes called pragmatic validity or criterion-related validity) means evaluating the usefulness of the measuring instrument as a predictor of some other characteristic or behavior of the individual. [1]

Predictive – accurately predicts outcome of (pending) action – is one of the 10 Characteristics of an Ideal Metric designated by the Marketing Accountability Standards Board. [2]

 

See Also

Marketing measure validation

References

1. American Marketing Association, AMA Dictionary.
2. Universal Marketing Dictionary Project, 2024.