A marketing research firm has instructed its research associates to collect primary data by stopping people at a shopping mall or busy street corner and request an interview on the spot. Which contact method is being used by the researchers in this case? What probable risk may the researchers face while using this method?
Answer: The researchers are using intercept interviewing method for collecting primary data in this case.
The researchers run the risk of including nonprobability samples while using this method.
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Marketing
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