Figures of the Month:
80%

of males would opt to watch football in a sports bar

72%

of people prefer glamping to traditional camping

86%

of 18+ year olds would like to use massage services in a spa

Research Reports Account
Panelist Account
Entrepreneurship Network

+44 (0)20 7687 1234 contact@marketest.co.uk
Supporting UK Enterprise

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.


          example


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..

   example


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

   example


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

   example



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.

   example


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).

   example


Unidimensional semantic: scales on which wordings are equally distant from each other on a psychological point of view.

   example


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

   example


Smiling face scale: these scales allow studies on populations whose treatment capacities are limited (e.g.: children) or vary from our own.

   example


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


Do you want to carry out your own survey?