In any research project, validity and reliability of the findings are very crucial. However, the findings can be easily influenced by both the internal and external factors also known as the threats to validity and reliability of the research findings (Myera and Young 5). It should also be noted that collected data can easily influence the results. In our case, the occurrence of the September 11 terror attack shock the financial market and the data collected immediately after the period cannot represent the true face of the industry (Myera and Young 6).
Besides affecting the traveling where the researchers cannot travel freely to collect data on consumers' buying habit, the terror attack has a psychological effect on the respondents. I believe that conducting the research through interviews, focus groups or telephone surveys would not yield valid and reliable results given the current situation facing the organization (Garson 22).
One factor that has an influence on the amount of information shared by the respondents is a psychological factor. Consumers would hesitate to give reliable information where their security might be jeopardized. During such situations, many respondents would be reluctant to take part in research. Therefore, back-dating the research to September 5 would ensure the reliability and validity of the research findings. This is based on the fact that the data might have already been collected (Myera and Young 9).
Although the MIT's general objective is to improve its current financial position which would help in maintaining its employees, Customers satisfaction is also important. I urge the customer to accept the proposal by the Marketing Director because it has mutual benefits for the two parties (Garson 34).
Garson, G. David. Validity and Reliability: 2016 Edition. Chicago: Statistical Associates Publishers, 2016.
Myera, Gerald M and Williams W Young. MTI: Cash Budgeting in Times of a Sharp Business Downturn. Seattle: North American Case Research Association, Inc, 2016.