The measurement, visual display, analysis, and reliability of data are all hallmarks in a process behavior analysts use to understand the import of data. Yet research has demonstrated stark differences between options for the measurement/analysis process. First, discontinuous observation and continuous observation can lead to different datasets. All instances of discontinuous observation will have measurement error, and the limitations are discussed. The observed data visually displayed on linear or ratio graphs can likewise produce vastly different patterns of data. And ratio graphs provide quantification absent in linear graphs - the differences can lead analysis and subsequent decision making down different paths. And last, the accuracy with which one records data is contrasted in IOA and Accuracy measures. The difference between the two are discussed and all three components of the measurement process are debated. To earn CEUs for listening, click here, log in or sign up, pay the CEU fee, + take the attendance verification to generate your certificate! Don’t forget to subscribe and follow and leave us a rating and review Show Notes Resources A Critical Review of Line Graphs in Behavior Analytic Journals https://www.jstor.org/stable/44956391 Standards of Graph Construction in Special Education Research: A Review of their Use and Relevance https://link.springer.com/article/10.1007/s43494-021-00053-3