The marketing research process should begin with questionnaire construction that matches the abilities of the marketplace to answer the questionnaire.

Question

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The marketing research process should begin with an understanding of the research problem and objectives, followed by the selection of a research design and sampling plan. Only then should questionnaire construction take place to ensure that the questions will gather relevant and useful information. The abilities of the marketplace to answer the questionnaire should not dictate the starting point of the research process.

The Marketing Research Process Should Begin with Questionnaire Construction That