Strengths:
+ Research that is valid truly measures its aims and so is easier to generalise to behaviour universally.
+ It's useful as valid research gives us insight into a wide range of behaviours, including dysfunctional behaviour, and could therefore be used to improve peoples lives.
Weaknesses:
- If research is valid and avoids all demand characteristic this is often because participants did not know they were taking part in the study or did not know the aims of it, making the research unethical.
- Research that is very valid can sometimes use unscientific methods that are not as highly controlled and therefore more difficult to replicate. Leading to lower reliability.
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