Use Case 12-4, Project DATA: An Urban Transportation Study, on pages 316–322 of your Marketing Research text. For the purposes of this assignment, you will want to incorporate the answers to the four questions on page 317 into a cohesive essay that is 2–4 pages long.
1. Critique the questionnaire. Does it provide the required data?
2. Evaluate the overall research design with respect to possible sources of bias in the results and the reasons for the poor response rate.
3. Specify how you would improve this mail-back survey.
4. Suggest an alternative design and cite its advantages and shortcomings.
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