All of the following statements are true EXCEPT which one? a. In most sociological and psychological studies, the unit of analysis is the individual. b. The most common and versatile operation for measuring social variables is asking people questions. c. It is usually a good idea to measure a variable at the lowest level of measurement. d. Observations can be used to measure characteristics of individuals, events, and places.

All the statement are true except Option C. It is usually a good idea to measure a variable at the lowest level of measurement

Explanation: when measuring variables, we are required to measure with a scale which will help us to classify the variable. Variables are samples of a research to be studied, we measure this variables to be able to classify them. For instance if we want to know how people feel about an event, we can measure them using "very sad", "sad", "happy", and "very happy". If you choose only the lowest measurement which is very sad, we have just categorized every one to be very sad, and this will affect the accuracy of our result.