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...statistical parameters. The most convenient way of extracting data from such a population is through a survey—that is, the systematic approach to studying individuals. Surveys are conducted primarily in one of two spectrums: cross-sectional, a linear survey for one point in time, or longitudinal, two separate surveys that are compared to estimate the influence of time (Rindfleisch, Malter, Ganesan, & Moorman, 2008). In both situations, surveys are conventionally conducted with the use of communicative media, such as the telephone or internet. The point is to access... ? In a dynamic world that runs on numbers, it has become increasingly important for researchers to express populations in terms of...