1. Take the role of the marketing research projects director and draft all of the interviewer controls you believe are necessary to effect data collection comparable in quality to that gathered by a professional telephone interviewing company.
2. The AMA chapter president calls the marketing research projects director and says, “I’m concerned about the questionnaire’s length. It will take over 20 minutes for the typical respondent to complete over the phone. Isn’t the length going to cause problems?” Again take the role of the marketing research projects director. Indicate what nonresponse problems might result from the questionnaire’s length, and recommend ways to counter each of these problems.