Jung$-$hoon performed an experiment over and over again in his quest to understand buyer behavior. He always got similar results. Jung$-$hoon went to his manager with his results an told them that this knowledge could help them improve the company's marketing strategy. However, the manager pointed out that Jung$-$hoon's results do not prove an association between his outcomes and buyer behavior. In fact, the manager can think of a number of factors proven to be more effective in influencing buyer behavior. In this case, Jung$-$hoon's results lacked

validity

feasibility

integrity

importance

reliability