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Types of market research questions

In general we have 3 types of questions

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.
See an example

Open-ended questions

eg 1: Why do you buy branded goods?

eg 1: What do you think about this course?

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

  • 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.

    See an example

    Dichotomous questions

    eg 1: Do you watch television?

    eg 2: Please enter your gender.

  • Multiple choice questions with a single answer : The respondent has to choose one answer among more than 2 options

    See an example

    Multiple choice questions with a single answer

    eg 1: What is the colour of your car?

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

    See an example

    Multiple choice questions with multiple answers

    eg 1: Which colour(s) do you like?

The scaled questions

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

  • Likert scale : This measure how much one agrees or not to a given statement.

    See an example

    Likert scale

    eg: What does road safety mean to you ?

    Totally agree Rather agree Neither agree or disagree Rather disagree Not agree at all
    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).

    See an example

    Semantic differential

    eg 1: How do you find organic 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.

    See an example

    Unidimensional semantic

    eg 1: What do you think about the efficiency of the Dyson vacuum cleaner?

    Very Bad Satisfactory Excellent

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

    See an example

    Intent scale

    eg 1: If Argos would open a store in Dartford?

    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.

    See an example

    Smiling face scale

    eg 1: To sum up, what is your opinion about this store?

    Very negative




    Very positive

Marketest enables you to use every kind of questions for your questionnaire.

Do you want to carry out your own survey?