Corritore, Goldberg, & Srivastava (2020) argue that measuring the ubiquitous, yet misunderstood, concept of culture is difficult, and that previously-used data collection methods fall short in all of the following ways except a. behavioral observations do not always reflect employees' true values. b. technology has not yet advanced to the point of being able to assist in data collection on cultural impact. c. surveys are cross-sectional, meaning they provide information on one moment in time. d. self-report measures offered by employees are biased and unreliable. e. data collection on culture assumes that the concept is categorical