The respondent's frame of reference refers to the:
a. respondent's native language.
b. viewpoint a respondent adopts when answering a question.
c. dictionary commonly used by the respondent.
d. respondent's stage in the family life cycle.
e. respondent's native culture.
Question 2
A researcher who is investigating why consumers' tastes in cars are changing has developed lengthy attitude and motivation scales and several open-ended questions. She should use:
a. a mail survey.
b. personal interviews.
c. the observation method.
d. telephone interviews.
e. Any of the above would be suitable.
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