This document discusses key concepts in experimental design, including types of variables, scales of measurement, and validity and reliability. It describes independent and dependent variables, and how dependent variables are measured and operationalized. It outlines different scales of measurement including nominal, ordinal, interval, and ratio scales. Errors in measurement are discussed, specifically reliability which measures consistency, and validity which measures accuracy. Threats to internal and external validity are presented. The importance of controlling for confounding variables is demonstrated in an example comparing men's and women's performance on a color naming task.