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.
B) Not only is the questionnaire a very important ingredient, but its design 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 top two most important items in the marketing research process.
D) Not only is the questionnaire a very important ingredient, but its design affects the quality of the data collected, though experienced interviewers often compensate for questionnaire defects.
E) Questionnaire design is THE most important step in the marketing research process.

Question

Quizplus · Accepted Answer

The statement that the questionnaire is a very important ingredient and its design affects the quality of the data collected is accurate. The option that experienced interviewers cannot compensate for questionnaire defects further emphasizes the importance of its design. Option A is incorrect as the questionnaire has a significant role in obtaining reliable data. Option C is not entirely accurate, as other components such as research objectives, data collection methods, and data analysis techniques are equally essential. Option D is partially correct, but the statement about experienced interviewers compensating for the defects is not entirely true. Option E is incorrect as other steps such as research design, sampling, and data analysis are equally important.

Which of the Following Is the Most Accurate Statement Regarding