Answer:
There are several major problems with consumer interviews and surveys that researchers and marketers should be aware of. These include:
Sampling bias: This occurs when the sample of people who participate in the survey or interview is not representative of the larger population. For example, if a survey is conducted online and only reaches people who use the internet, it may not accurately reflect the views of the general population.
Response bias: This occurs when people who participate in the survey or interview do not accurately or honestly report their views or behavior. For example, people may be reluctant to admit to certain behaviors that are considered taboo or socially undesirable.
Questionnaire design: The way questions are phrased and the order in which they are asked can influence the responses that people give. For example, if a survey asks people to rate their satisfaction with a product or service before asking them to rate the specific features they like or dislike, the results may be biased.
It is important for researchers and marketers to be aware of these problems and take steps to minimize their impact when conducting consumer interviews and surveys. This may involve using a representative sample, ensuring that questions are neutral and unbiased, and taking steps to minimize response bias.
Step-by-step explanation: