Question

9. Wendell, an analyst at McKinsey, is studying how middle class families decide where to go for summer vacation. He’s obtained a list of customers who stayed at the Ritz Carleton Hotel in New York last year, and he’s going to call and interview them by phone. What type of market research error is Wendell making?

a. random error

b. measurement error

c. frame error

d. quantitative error

e. technical error

f. human error

Answer 1

C. Frame Error

He just has the list of customers who stayed at Ritz Carlton but doesn't have the exact phone number of all the people. Usually, people give the numbers they do not use regularly for these things to avoid the irritating sales and marketing calls and messages from the companies. So there is no guarantee that he can connect with all the people he has listed over a phone call for the interview.