This makes the response more concrete and increases the ability to be reliable and valid. It must always be remembered that an operational definition is a matter of degree; there is an infinite factors that can be considered. The goal is not to have a completely concrete definition, but rather one that can be replicated by another researcher. The more information that is found the less subjectivity and possible bias. There is more information gained on the reason for enjoyment, for example, as noted above with "I enjoy my work," and "I find satisfaction in my work because I can demonstrate my best abilities to others." a) the researcher's assumption is not valid. The person could be ordering the magazine for a variety of reasons, such as wanting to buy a car or looking for the most cost-efficient green products. The purpose of validity is to know that you are asking the right question. A b) the assumption may not be reliable, since it may not test the same over and over again. Reliability depends on consistency.

A c) This is reliable and valid since it is consistent and is measuring what is desired to be measured, the frequency of magazine reading.

6) prices on a stock market -- nominal

Marital status, married or never married -- nominal

Whether or not respondent has been unemployed -- this is a yes or no, nominal

Professional rank; assistant professor, associate professor, professor -- ordinal

Chapter 14

In this book, attitudes are defined as enduring dispositions to respond consistently, in a given manner, to various aspects of the world, including persons, events and objects....

These attitudes are hypothetical constructs, meaning that they are variables that are not directly observable but must be measured indirectly.
However, there are two difficulties with the word "attitude." First, the word attitude is not definitive, such as a number. It can be and has been defined in different ways. For example,

Jung defined attitude as a "readiness of the psyche to act or react in a certain way" (Jung, 1921). The other problem is that researchers use a wide variety of tools to measure attitude, so that it is difficult to compare oranges to oranges. This lessens the ability for reliability and validity. As Kulp (1935) states, "That there is chaos in the field of attitude testing is all too apparent. It is, therefore, a most important problem at present to define and standardize the use of such terms as attitude, opinion, belief, judgment, and fact. When examining the content of the tests in the field, one is amazed at the conglomeration of items."

2) Rating and ranking. Which is better? A ranking question lets respondents to a questionnaire put items on a list in order of personal preference by choosing a numeric value for each response. Each of the numeric values cannot be used more than one time. For example, the survey may ask respondents to rank several movies in order from 1 to 5. Instead, when asked for a rating scale matrix, the questionnaire respondent selects the ratings for a number of different aspects of a specific issue. The question and rating scale appears