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?
eg 2: Please select your gender.
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?
Likert ScaleThis 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 DifferentialThe 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?
|Good For The Health||Bad For The Health|
Unidimensional SemanticScales 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?
Intent ScaleThe 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?
|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|