---
url: "https://questionstar.com/principles-of-survey-research/chapter-2/slide-076.html"
title: "Why both matter"
type: "lehrbuch-slide"
chapter: 2
chapterTitle: "Survey: Measurement and Scaling"
slide: 76
---

# 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…*

„

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)

![Bart Gamble](/principles-of-survey-research/media/gamble.png)

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*Slide 76 of 274 · Chapter 2: Survey: Measurement and Scaling · Principles of Survey Research · Dr. Paul Marx*