Concern regarding the quality of traffic data exists among engineers and planners tasked with obtaining and using the data for various transportation applications. While data quality issues are often understood by analysts doing the hands on work, rarely are the quality characteristics of the data effectively communicated beyond the analyst. This research is an exercise in measuring and reporting data quality. The assessment was conducted to support the performance measurement program at the Maricopa Association of Governments in Phoenix, Arizona, and investigates the traffic data from 228 continuous monitoring freeway sensors in the metropolitan region. Results of the assessment provide an example of describing the quality of the traffic data with each of six data quality measures suggested in the literature, which are accuracy, completeness, validity, timeliness, coverage and accessibility. An important contribution is made in the use of data quality visualization tools. These visualization tools are used in evaluating the validity of the traffic data beyond pass/fail criteria commonly used. More significantly, they serve to educate an intuitive sense or understanding of the underlying characteristics of the data considered valid. Recommendations from the experience gained in this assessment include that data quality visualization tools be developed and used in the processing and quality control of traffic data, and that these visualization tools, along with other information on the quality control effort, be stored as metadata with the processed data.