ent to which results, as the researcher presents them, are consistent with the offered perceptions by the research participants in a study (Lodico, Spailding and Voegtle, 2010).
Many strategies exist for improving validity or credibility in a qualitative research. Extending a study to cover a long period is one of the strategies to improving validity. This offers sufficient time for interaction between a researcher and research participants and reduces chances of misconceptions towards data that do not represent perception of research participants or reality on observed phenomenon. An ethnographic study is an example and longer period allows the researcher to understand cultural values of participants into observed behavior. Triangulation is another strategy for improving validity of a qualitative study. This involves application of more than one strategy in the research process. An example is the use of observation together with interviews in data collection to ensure consistency in collected data. Obtaining validation from research participants is another approach to improving validity or credibility in a qualitative research and may involve secondary contacts with participants for confirmation of collected data (Yin, 2011). My experience with qualitative research at academic and professional levels justifies this. Studies on perception towards arts for marketing purposes are