In your survey, you include 3 items measuring ABC Company's reputation and 3 items measuring customer purchase intention. If the items measuring ABC's reputation had a low correlation with the items measuring purchase intention, that would be evidence of

a)	Convergent validity
b)	Discriminant validity
c)	Topical validity
d)	Internal consistency

A(n) ____ is usually developed to measure an abstract concept like customer perception of ABC Company.

	index
	instrument
	test
	scale

If there was systematic error in the mean level of customer perception of ABC Company's promotion, it would be referred to as _____.

Question 19 options:

	shifting
	variance
	bias
	regression

What would be an example of random error that could impact a measure on your survey?

Question 14 options:

a)	A customer's mood when they take the survey
b)	A photocopying error on all copies of the survey where one item could not be read.
c)	A typo in one item of the survey that occurs on all copies of the survey.
d)	All of these are examples of random error.