Types of Market Research Questions:

 

          ( In general we have 3 types of questions )

 

       A ) -  Open-ended 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.
   
        B ) - Close-ended questions

            * These are questions which impose the form and a limited number of possible answers on the respondent.

    

               Within this family we have 3 groups:

 

          1- 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..

          2 - Multiple choice questions with a single answer:

                  the respondent has to choose one answer among more than 2 options.

          3 - Multiple choice questions with multiple answers:

                 the respondent can choose one or several answers among more than 2 modalities.

 

                The scaled questions
     
          4 - Liker scale:

                This measure how much one agrees or not to a given statement.

          5 - 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).

 

          6 - Unidimensional semantic:

 

               Scales on which wordings are equally distant from each other on a psychological point of view.

 

          7 - Intent scale:

 

               The objective of this type of question is to measure a declared behaviour intention from the interviewee.

 

          8 - Smiling face scale:

 

                These scales allow studies on populations whose treatment capacities are limited (e.g.: children)

                or vary from our own .