Assessment of Skills and Knowledge(ASK) in Fundamental Marketing Concepts Practice Test

Leading questions in research can affect the findings due to:

1. Sampling error

2. Participant bias

3. Researcher bias

4. Data analysis error

The correct answer is: Researcher bias

Leading questions in research can significantly impact the findings due to the influence of researcher bias. When a researcher formulates questions in a way that suggests a particular answer or leading respondents toward a specific viewpoint, it can skew the results. This bias occurs because the wording of the question may guide participants to respond in a certain way, rather than allowing them to provide their true thoughts or feelings on the matter. For example, if a researcher asks, "How do you feel about the poor customer service at our store?" the phrasing implies a negative experience, which may lead respondents to answer in a way that aligns with that implication, potentially overlooking those who had neutral or positive experiences. This kind of bias can compromise the objectivity of the research and lead to conclusions that do not accurately reflect the true sentiments of the participants. In this way, researcher bias can have a profound impact on the validity and reliability of the research findings, making it crucial for researchers to craft questions that are neutral and allow for genuine responses.