Question Types
- Open or closed – answer can only come from finite number of possible responses
- Spontaneous or prompted – own words or chose options
- Open ended or pre-coded
Open and Closed Questions
- Open question can be open-ended or pre-coded
o Why do you prefer A vs B
o Pre-coded – interviewer codes response
Spontaneous Questions
- All open ended questions by their nature spontaneous, not all spontaneous questions need be open ended
- Common uses
o Brand awareness
o Awareness of brands seen advertised
o Recall of products/ brands used or bought
o Attitudes toward product / activity / situation
o Likes / dislikes of product / concept
- What is at fore front of respondents minds
Prompted Questions
- Gets more than what is front of mind
Open Ended Questions
- Recorded verbatim
- Specific phrases / terms used
- Can be difficult to analyse responses
- Consistency difficult if open ended questions to be subsequently coded
- Probing
o Use what else? Rather than if there is anything else
Pre Coded Questions
- Dichotomous : yes / no
o Complex questions can be broken down into a series of dichotomous questions
o Need to be sure question is really dichotomous
§ Eg, yes, no, don't know à may be valid choices
- Multiple choice
- Don't know responses
o May lead to less use of probing
o Widespread use may indicate problem with questionnaire or selection of respondent sample
Data Types
- Nominal
- Ordinal
- Interval
- Ratio
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