The ________ phase of marketing research is generally the most expensive and the most prone to error.

Question

Quizplus · Accepted Answer

Data collection involves obtaining information from a sample of the population, which can be costly and prone to errors such as sampling bias or measurement errors. Other phases such as research planning or questionnaire design can also be important, but generally do not involve the same level of expense and potential for error as data collection.

The ________ Phase of Marketing Research Is Generally the Most