The marketing research methodology you use to collect data is as important as the questions you ask.
Because market research must be projectable to the whole audience within an acceptable margin of error.
To accomplish projectable research, we conduct double-blinded quantitative studies.
Neither the respondent nor the questioner knows who is sponsoring the study that might otherwise color the outcome.
This also means the lists of possible respondents are generated and accessed randomly.
This limits bias in the responses and ensures projectability.
Why do this? Because you want a true snapshot of the market.
Misleading or biased information leads you down the wrong path.
Many brands make a litany of mistakes that only ensure the data will not be projectable or valuable in developing a brand.