Q. In order to collect relevant primary data, Ms. Thornton wishes to conduct a survey of her current customers. To save time and money, she wishes to conduct the survey via a Web-based form that saves responses to a database. In this situation, what is the most significant problem with using this method of administering the survey rather than a traditional mail approach? 

1. Respondent bias: respondents may not answer the survey truthfully, hence data may be inaccurate.
2. Nonprobability sampling: customers who do not use the Internet will not be in the sample, hence correct inferences may not be possible.
3. Survey length: respondents will not be able to see the entire survey and thus may answer only part of it, hence data will be incomplete.
4. Question complexity: Web-based surveys cannot prevent multiple or inappropriate responses to complex questions, hence some data may be corrupted.