STUDYING THE VALIDITY OF CLASSIFICATION SCALE FOR MEASURING PRODUCT CATEGORIES WHEN CONDUCTING EMPIRICAL RESEARCH IN A BUSINESS ENVIRONMENT

The article examines data on various categories of goods in the business environment based on a classification scale structured in the form of a graph and taking into account constructive validity. It has been revealed that with an increase in the volume of information collection and storage and the transition to data economics, the development of effective methods for analyzing graphical data is becoming a key moment in science. The scientific novelty of the article lies in the proposal to apply the validity of the classification scale for measuring product categories when conducting empirical research in a business environment using two criteria: the validity of a feature and nomological validity. The practical significance of the work is supported by empirical research, in which validity is confirmed by the results of calculating the characteristics of a product’s search or experience (dependent variable) depending on its cognitive assessment/engagement (independent variable).