Page 128 - Marketing Management

CONDUCTING MARKETING RESEARCH | CHAPTER 4 105

TABLE 4.1 Types of Questions

Name Description Example
A. Closed-End Questions
Dichotomous A question with two possible answers In arranging this trip, did you personally phone American?
Yes No
Multiple choice A question with three or more answers With whom are you traveling on this flight?
n No one n Children only
n Spouse n Business associates/friends/relatives
n Spouse and children n An organized tour group
Likert scale A statement with which the respondent Small airlines generally give better service than large ones.
shows the amount of agreement/ Strongly Disagree Neither Agree Strongly
disagreement disagree agree nor agree
disagree
1_____ 2_____ 3_____ 4_____ 5_____
Semantic differential A scale connecting two bipolar words. American Airlines
The respondent selects the point that Large _________________________________ Small
represents his or her opinion. Experienced _____________________________ Inexperienced
Modern _________________________________ Old-fashioned
Importance scale A scale that rates the importance of Airline in-flight service to me is
some attribute Extremely Very Somewhat Not very Not at all
important important important important important
1_____ 2_____ 3_____ 4_____ 5_____
Rating scale A scale that rates some attribute from American in-flight service is
“poor” to “excellent” Excellent Very Good Good Fair Poor
1_____ 2_____ 3_____ 4_____ 5_____
Intention-to-buy A scale that describes the respondent’s If an in-flight telephone were available on a long flight, I would
scale intention to buy Definitely Probably Not sure Probably Definitely
buy buy not buy not buy
1_____ 2_____ 3_____ 4_____ 5_____
B. Open-End Questions
Completely A question that respondents can answer What is your opinion of American Airlines?
unstructured in an almost unlimited number of ways
Word association Words are presented, one at a time, and What is the first word that comes to your mind when you hear the
respondents mention the first word that following?
comes to mind. Airline_______________________________________
American_____________________________________
Travel_______________________________________
Sentence completion An incomplete sentence is presented and When I choose an airline, the most important consideration in
respondents complete the sentence. my decision is _________________________________ .
Story completion An incomplete story is presented, and “I flew American a few days ago. I noticed that the exterior and
respondents are asked to complete it. interior of the plane had very bright colors. This aroused in me
the following thoughts and feelings.. . .” Now complete the story.
Picture A picture of two characters is presented,
with one making a statement. Respondents
are asked to identify with the other and fill
in the empty balloon.
Thematic A picture is presented and respondents are
Apperception asked to make up a story about what they think
Test (TAT) is happening or may happen in the picture.