When conducting a survey about choosing vacation destinations, Hillary will need to __ to get reluctant respondents to provide honest information.
A. choose only highly verbal consumers
B. assure consumers that their individual responses will be kept confidential
C. use only focus group interviews
D. ask unstructured questions
E. create an efficient data warehouse
The correct answer and explanation is :
The correct answer is:
B. assure consumers that their individual responses will be kept confidential
Explanation:
When conducting a survey about vacation destination choices, one of the biggest challenges is ensuring that respondents provide honest and accurate information. People may be hesitant to share their true opinions due to concerns about privacy, judgment, or misuse of their data. To overcome this reluctance, it is essential to assure them that their responses will be kept confidential.
Confidentiality is a crucial factor in survey research because it helps build trust between the researcher and the respondent. When individuals feel secure that their personal information and responses will not be shared or used against them, they are more likely to provide truthful and detailed answers. This, in turn, improves the reliability and validity of the survey data.
Now, let’s examine why the other answer choices are incorrect:
- A. Choose only highly verbal consumers – This would create selection bias and limit the diversity of opinions in the survey. The goal is to gather information from a broad group of respondents, not just those who are highly verbal.
- C. Use only focus group interviews – While focus groups can be useful, they do not guarantee honest responses because people might feel pressured to conform to group opinions. Surveys provide a more private setting for honest answers.
- D. Ask unstructured questions – Unstructured questions can lead to vague or inconsistent responses. While they can be useful in qualitative research, structured surveys are more effective for gathering specific, comparable data.
- E. Create an efficient data warehouse – While data management is important, it does not directly address the challenge of obtaining honest responses from reluctant participants.
By ensuring confidentiality, Hillary increases the likelihood of obtaining reliable and valuable insights for making informed decisions about vacation destination preferences.