Which of the following is the most accurate statement regarding the importance of the questionnaire in the research process?
A) Relatively speaking, the questionnaire is unimportant in the marketing research process compared with the data analysis.
B) Questionnaire design directly affects the quality of the data collected; even experienced interviewers cannot compensate for questionnaire defects.
C) The questionnaire is tied with the written report as being the two most important items in the marketing research process.
D) Questionnaire design affects the quality of the data collected, though experienced interviewers will often compensate for questionnaire defects.
E) Questionnaire design is THE most important step in the marketing research process.

Question

Quizplus · Accepted Answer

The questionnaire design directly affects the quality of the data collected, as it is the primary tool used to gather data from respondents. Even experienced interviewers cannot compensate for defects in the questionnaire design. Therefore, it is important to pay close attention to the questionnaire design in order to collect high-quality data for analysis.

Which of the Following Is the Most Accurate Statement Regarding