Chapter 2 · Survey: Measurement and Scaling · Slide 76/274
Why both matter
The purpose of a scale is to enable us to represent respondents with the highest accuracy and reliability. We cannot have one without the other and still…
2.5 · Reliability and Validity
Why both matter
The purpose of a scale is to enable us to represent respondents with the highest accuracy and reliability. We cannot have one without the other and still trust our data.
Bart Gamble
Vice President Client Services
Burke, Inc. (2000–2003)
Burke, Inc. (2000–2003)
QUESTIONSTAR · Dr. Paul Marx
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