A survey is a method of gathering primary data based on communication with all individuals in the target population.

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The statement under consideration is: 'A survey is a method of gathering primary data based on communication with all individuals in the target population.'
Option 1 (True): This can be interpreted as true because a survey is indeed a method used to collect primary data through direct communication with respondents. While many surveys sample a subset of the population, a census is a special case of a survey where every individual in the target population is contacted. In that sense, the core idea—gathering primary data via communication with people—fits both typical survey methods and census scenarios, making the statement true in a broader sense.
Option 2 (False): This would be incorrect if interpreted strictly to mean that every surveying effort must involve contacting every single individual in the population. In practice, most surveys use sampling techniques rather than attempting to reach every person, so asserting that a survey always involves all individuals would be inaccurate. The broader definition is that surveys collect primary data from respondents (which may be a sample or a census), so this option fails to capture that nuance.
Option 3 (N/A since only two options exist): No third option is provided to evaluate here.
Option 4 (N/A since only two options exist): Not applicable.
Overall, the key nuance is that surveys gather primary data through communication with respondents, and while they often use samples, they can also constitute a census where the entire population is contacted. This dual interpretation supports treating the statement as true within a broader understanding of surveys.

MKTG1047 Chapter 5

A survey is a method of gathering primary data based on communication with all individuals in the target population.

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