Microsoft Word Bachelor-Thesis-bl-pi-klar docx

4.9.2 Internal reliability
 
What Bryman & Bell (2011) mean with internal reliability is that the research team, two or 
more, agree upon what they see and hear. It is therefore up to the researchers to determine 
how to interpret the data and if the information gathered is relevant for their study (Bryman & 
Bell, 2011). 
The authors implemented the criterion of internal reliability by recording the interviews and 
taking notes during the interviews. The recorded material was transcribed in order for the 
researchers to get an overview of the empirical data and extracted the most relevant 
information for the study. Furthermore, the researchers implemented Bryman & Bell (2011) 
method of grounded theory and coding in order to analyze the data properly.
4.9.3 Internal validity
 
Internal validity concerns the issue of whether or not there is a good connection between the 
observations of the researchers and the theoretical concepts that they elaborate. It is argued 
that internal validity is a strength when it comes to qualitative research since the participation 
of groups and social settings over some time enables the investigator to ensure a high level of 
conformity between the concepts and observations (Bryman & Bell, 2011). It is a matter of 
whether the results of the investigation are true (Grønhaug, 2005).
In order to attempt to achieve internal validity, the authors constructed questions for the 
participants based on the theoretical framework used in this study. The semi-structured 
questions were constructed in a way that let the respondents discuss and elaborate their 

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answers while not drifting away from the original concept. In the end, the facets were 
intended to explore the relationship between low product involvement and brand loyalty.