A national music store chain has chosen an online survey methodology to collect data regarding…

 
   

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A national music store chain has chosen an online survey methodology to collect data regarding attitudes toward purchasing music online compared to purchasing it in the store. The chain also wants to understand consumer perceptions of its strengths and weaknesses. What types of systematic error are to be expected with this technique? Give examples to clarify your answer. What steps can the researchers take to minimize systematic error when data are collected online?