Frequent Research able to design an appropriate measurement score does not by itself provide guarantee that the respective data will automatically collected. Therefore, understanding what involves in building an appropriate questionnaire becomes important for a researchers.
Most problems in the field of marketing research are complex in the nature and require primary data collection. In such cases, a questionnaire becomes a crucial tool for collecting primary data.
Incomplete interviews seldom provide any useful insights and therefore the researcher must strive for reducing respondent disengagement as much as possible. A well-designed questionnaire would generally overcome the problem of disengagement.
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