As a major term of quantitative research, questionnaires should provide date that have validity. A questionnaire has validity when the questions asked measure what was intended to be measured. A researcher designs a questionnaire to measure a retail store's customer service. Questionnaires that are poorly written or that do not address customer’s service will not have validity.

Key Terms:
Validty
Reliability
Open-ended questions
Forced-choce questions

*Design a marketing research survey
*Administer a marketing research survey