ABSTRACT
Few managers dispute the value of accurate information in improving decision making. The purpose of business research is to provide managers with accurate information, often from surveys. But information from surveys is accurate only if the questionnaire is properly designed. Many individuals believe questionnaires are easy to design. But those with experience in designing questionnaires know this is not true. Indeed, experienced researchers can easily make mistakes in questionnaire design if they overlook essential steps, such as pretesting.
