Final answer:
Marketers can struggle with respondents giving dishonest answers, which can be influenced by the survey design, question phrasing, and interviewer characteristics, potentially biasing the findings.
Step-by-step explanation:
One major challenge that marketers face while conducting marketing research is dishonest answers from respondents. Such inaccuracies can stem from a variety of factors, including the desire of respondents to present themselves in a positive light, misremembering, or the influence of question wording and interviewer characteristics on their responses. This form of response bias can lead to limitations in response validity due to survey design issues, also hinging on whether questions are perceived as sensitive or highly personal and the perceived anonymity of the survey. Additionally, the presence or identity of the interviewer can cause a respondent to skew their answers, influenced by factors such as the social class, race, or gender of the interviewer. To mitigate these effects, researchers need to design surveys that encourage honest reporting, perhaps by ensuring anonymity and minimizing the potential for interviewer bias.