Which of the Following Is the Most Accurate Statement Regarding

Multiple Choice

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.