Knowledge Center

Types Of Market Research Questions

These are questions which give the respondent the choice of the content, the form and the length of the answer.

It is a way to discover relevant issues, to obtain a full range of responses and to explore the respondents’ views in an in-depth manner. However it complicates the data summary and analysis.

eg 1: Why do you buy branded goods?

eg 1: What do you think about this course?

These are questions which impose the form and a limited number of possible answers on the respondent. Within this family we have 3 groups

Dichotomous Questions: When a question has two possible responses, we consider it dichotomous. Surveys often use dichotomous questions that ask for a Yes/No, True/False or Agree/Disagree response.

eg 1: Do you watch television?
Yes
No

eg 2: Please select your gender.
Male
Female

Multiple choice questions with multiple answers: The respondent can choose one or several answers among more than 2 modalities.

eg 1: Which colour(s) do you like?
White
Orange
Green
Grey
Yellow
Red
Blue
Black
Other Colour

These questions are aimed at measuring a belief, a will, the importance is given to something, etc. Various scales exist

Likert Scale

This measure how much one agrees or not with a given statement.
Totally Agree Rather Agree Neither Agree or Disagree  Neither Agree or Disagree Neither Agree or Disagree
 My Personal Safety
 My Passengers' Safety
 Security Of Other Drivers

Semantic Differential

The interviewee is asked to choose where his or her position lies, on a scale between 2 bipolar adjectives, expressions or sentences. That type of question is aimed at measuring a brand, product or firm image (strong/weak, beautiful/ugly). eg 1: How do you find herbal products?
Extremely Very Quite “Don’t know" Quite Very Extremely
Good For The Health Bad For The Health
Expensive Cheap

Unidimensional Semantic

Scales on which wordings are equally distant from each other on a psychological point of view. eg 1: What do you think about the efficiency of the Cyrus water heater?
 Very Bad  Satisfactory  Satisfactory

Intent Scale

The objective of this type of question is to measure a declared behaviour intention from the interviewee. eg 1: If Reliance would open a store in Dehradun?
1 2 3 4 5
I Would Certainly Not Go I Would Certainly Go

Smiling Face Scale :

These scales allow studies on populations whose treatment capacities are limited (e.g: children) or vary from our own. eg 1: To sum up, what is your opinion about this hotel?
😟  🙁 😐 🙂
Very Negative Negative Neutral Positive Very Positive