AMF Research Group must guard against problems during the phase of conducting marketing research for its clients. Which of the following is NOT a problem that should be anticipated for data collected through interviews during this phase?
A) interviewers who incorrectly record responses
B) respondents who give deceitful answers
C) interviewers who do not consistently execute the survey
D) analysts who interpret and report the findings
E) respondents who are confused by questions

Question

Quizplus · Accepted Answer

The problem of analysts interpreting and reporting the findings occurs after the data collection phase and during the analysis phase. Therefore, it is not a problem that should be anticipated for data collected through interviews during the marketing research phase. A, B, C, and E are all potential problems that should be anticipated during the data collection phase.

AMF Research Group Must Guard Against Problems During the Phase