Ameasurement of personality that produces observable, correct results, but that are not consistent would be considered:

I believe the answer is: valid, but not reliable

A result would be considered as valid if it is created by using proper logical thought or common way of reasoning. But, such result on personality would not be considered to be reliable because there are too many factors that could create a deviation within the data, and there is no accurate way to truly measure personality.

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in this scenario it would be the consumer demand as most influential in making the decision. the band members need to figure out where and from whom they will make the most money, in other words who out of the two consumer groups - football fans or car drivers - will spend their money, who is more likely to contribute to their cause and buy what they are offering.