In order to estimate respondents' satisfaction with Coke, a researcher asks "In a month, how frequently do you buy Coke?" Another researcher objects to the use of this scale stating that the scale captures purchase frequency and not customer satisfaction. One can say that the scale lacks:
A)reliability.
B)face validity.
C)application comprehension.
D)application assessment.
E)application stability.

Question

Quizplus · Accepted Answer

The scale lacks face validity because it is not measuring what it claims to be measuring. It asks about purchase frequency, not customer satisfaction.

In Order to Estimate Respondents' Satisfaction with Coke, a Researcher