Kenya: How Question Order Affects Research Response

18 September 2013

As African markets become more consumer driven, marketers are obliged to master more skills to ensure success. Most particularly I am thinking about relatively young, entrepreneurial businesses and medium sized businesses who have not yet developed a professional marketing resource.

One of the prerequisites for business success is market research. Whether that is a simple questionnaire executed informally, or a major quantitative study commissioned from a research company. One of the challenges of good research is how to avoid skewed or biased results. So it may interest you to know that the order in which questions are asked has a bearing on that.

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