Assume that Sally Smith, an interviewer, completed 50 questionnaires. Ten of the questionnaires were validated by calling

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Assume that Sally Smith, an interviewer, completed 50 questionnaires. Ten of the questionnaires were validated by calling the respondents and asking them one opinion question and two demographic questions over again. One respondent claimed that his age category was 30–40 but the age category marked on the questionnaire was 20–30. On another questionnaire, in response to the question, “What is the most important problem facing our city government?” the interviewer had written, “The city council is too eager to raise taxes.” When the interview was validated, the respondent said, “The city tax rate was too high.” As a valuator, would you assume that these were honest mistakes and accept the entire lot of 50 interviews as valid? If not, what would you do?
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Marketing Research Essentials

ISBN: 978-1118249321

8th edition

Authors: Carl McDaniel Jr., Roger Gates

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