Suppose that you are responsible for expansion at Whole Foods Market (US-based organic food retailer). You are evaluating a potential store location. One of the most important factors affecting your decision is the income level of the residents in the community. You decide to estimate the mean monthly gross income of all households by calling 150 randomly selected residents and asking each individual to report the household’s monthly income. Assume that you use the local phone directory as the frame in selecting the households to be included in your sample. List three possible sources of error that might arise in your effort to estimate the population mean. Shortly discuss how these problems impact the results of your survey.

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