Using qualitative research for establishing content validity of e-lifestyle and website quality constructs

Purpose This study illustrates the use of qualitative methods for establishing content validity for e-lifestyle and website quality constructs in relation to their impact on loyalty towards clothing e-retailers. The use of constructs without going through a content validation process limits the overall validity of conclusions drawn from the research results and therefore, the study addresses this research gap. Design/methodology/approach Based on a detailed literature review, dimensions of the two constructs were identified. Semi-structured interviews and focus group discussions across 29 online shoppers were used for exploring the definition and scope of each construct dimension. This was followed by identification, adaptation and/or addition of items for each dimension basis inputs from respondents. Further, expert inputs were used for elimination of redundant items whilst ensuring proportional representation of all facets of the construct domain. Findings Use of qualitative methods for content validity and scale item development in effect contributed to the existing literature and highlighted issues as well as suggestions for clothing e-retailers. Research limitations/implications The paper is limited to the process of content validity. Further techniques may be used for establishing other forms of validity. Modification and adaptation of constructs may be required for other product segments. Practical implications The paper enhances the extant knowledge about the two constructs in terms of definitions and items, which can be further used for marketing and driving loyalty. Originality/value The use of qualitative methods for establishing content validity is an important but often neglected step in marketing research. This paper reveals how the same can reveal interesting and important insights for marketers.