1. Should Sandy do exactly what the partner suggests, or risk losing the business for the firm, and perhaps her job, by suggesting a different approach?

2. What might be an alternative approach?

3. How many questionnaire items would be needed if Sandy moved forward as suggested?

4. What type of branching might be useful in a survey of this type?

Sandy is a new marketing researcher at one of the top accounting firms in her town. A drug store client has hired the firm to help deal with its competitive situation. One of the partners comes in and tells Sandy that project calls for developing a questionnaire that evaluates the importance of forty drug store characteristics, have respondents rate the drug store on each of the forty characteristics, and then have respondents rate each of the ten competing drug stores in town on these same characteristics. After the meeting Sandy goes back to her office feeling depressed.

Sandy believes that this questionnaire will induce respondent fatigue because it will be far too long. Can she really go through with this project?