David and Steve have just designed a questionnaire for Hencel limited. They have done extensive research on the factors that encourage consumers to switch mobile service providers. The client also included a number of additional questions and wanted all the information in the survey collected. Unfortunately, the survey has some 90 items and will take 30 minutes for a respondent to complete via an online survey. On reading the survey, Leanne notes its length and says that she believes it will induce respondent fatigue. David and Steve return from her office feeling depressed. Can they really go through with this project?

Questions a. Should David, Leanne and Steve do exactly what the client has asked for or risk losing the business from Hencel limited?

b. What might be an alternative approach?

c. How many questionnaire items would be needed if David, Steve and Leanne moved forward as suggested?

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