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A. Data are copyrighted and thus of limited use.
B. They generally refer to product flows through retail outlets.
C. Data may cover only limited aspects of a topic.
D. Government regulations severely limit some forms of data.
E. All of the above.
15
When an interviewer’s presence influences a respondent to say
he or she does not have cockroaches in his or her home (when he or
she does), a social desirability bias has occurred.
16
High-cost, low standardization of questioning and limited
geographic dispersion are disadvantages characteristic of
____________ surveys.
A.

Telephone

B.

Personal interview

C.

Mail

D.

None of the above.

17
The term mystery shopper is a form of scientifically contrived
observations.
18
A distortion of measurement resulting from the cognitive
behavior or actions of the witnessing observer is called observer bias.
19
At the Chicago Museum of Science and Industry, floor tiles
around the hatching-chick exhibit must be replaced every six weeks,
while tiles in other areas need not be replaced for years. This is an
example of:
A.

Response latency.