Employing Content Validity Approach for Improving the Content of Broadband Adoption Survey Instrument

Studies on broadband adoption are just beginning to emerge and are exploratory in nature. Progress has been made to develop conceptual models to understand the adoption of broadband from the consumer perspective. However, in order to test the conceptual model of broadband adoption, a reliable survey instrument is yet to be developed and validated. Therefore, the overall aim of this research is to validate content of the broadband adoption survey instrument from the household consumer’s perspective. The objectives of this chapter are: first, to ensure that the identified constructs and their respective items adequately cover relevant dimensions of factors that affect consumers in the domain of broadband adoption; second, to determine whether the identified constructs and their respective items adequately cover relevant dimensions; and third, to conduct a pre- and pilot test on the resulting survey instruments in order to obtain feedback leading to improvements in the final questionnaire. The initial items for each construct were identified from both the technology adoption literature and exploratory studies on broadband adoption. Validation of the identified items was then performed employing a variation of a quantitative approach to content validity. The findings obtained from the content validation are then presented and subsequently discussed. Finally, emphasizing the limitations of content validation concludes the chapter.