6. DISCUSSION AND CONCLUSIONS
6.3 Reliability and validity
Reliability refers to repeating the study. If the indicator is reliable, results are similar when the phenomenon is measured many times with the same indicator. Test-retest reliability is about doing the survey again after a suitable time (e.g. two weeks) from the first survey. When mea-suring test-retest reliability, the same respondents answer to the survey. (Metsämuuronen, 2005, p. 65-67.) Hence, reliability of this study can be regarded as good because it can be expected that the respondents would answer similarly to the questions if the survey was repeated. Relia-bility of this study was considered already in early stage. One of the questions in the
questionnaire was made in a purpose to reveal respondents who do not read the questions pro-perly and hence end up answering just something. During the data analysis it was noticed that some of the responds had not answered to the questions logically, so these answers were remo-ved for ensuring a reliability of this study,
Validity refers to measuring what was the intention to measure. (Metsämuuronen, 2005, p. 65.) Validity of this study is good as the questions asked in the survey are in a line with research questions. Content validity of this study is good as well as the concepts used in the study are in a line with theory and the concepts cover well enough the phenomenon (Metsämuuronen, 2005). However, a validity of this study could have been enhanced by adding more answer options to the survey. For example, regarding questions of silence tourism expectations and motivations, there could have been an option ”something else, what?” for gaining wider pers-pective from the phenomenon.
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APPENDICES
Appendix 1. Survey used in this study.