Marketing Communications

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Marketing Communications
Advertising Research

DISADVANTAGES OF OPEN-ENDED QUESTIONS

1. They possess a high potential for interviewer’s bias because responses are not
   recorded verbatim.


2. Editing and coding can be time-consuming and costly


3. They are less suited for self-administered questions.

MULTIPLE CHOICE QUESTIONS require the respondent to choose an answer from among a list
provided in the question proper or following the questions.

ADVANTAGES OF MULTIPLE-CHOICE QUESTIONS

1. They reduce interviewer’s bias.


2. The interviewer can administer questionnaire much more easily.


3. They can easily be self-administered.

DISADVANTAGES OF MULTIPLE-CHOICE QUESTIONS

1. Their design requires considerable time and cost.


2. They tend to biased in the data by the order in which the response alternatives are given
   the respondents.

DICHOTOMOUS QUESTIONS: they are an extreme form of multiple choice questions which allow
the respondents only two responses – Yes or No.

ADVANTAGES OF DICHOTOMOUS QUESTIONS

The advantages are same as multiple choice

DISADVANTAGE OF DICHOTOMOUS QUESTIONS

The questions are polarized into two extremes thus, it does not reflect the possibility of respondents
third choice.

GUIDELINES FOR DESIGNING A QUESTIONNAIRE

1. Use simple words


2. Use clear words


3. Avoid leading questions


4. Avoid biased questions


5. Avoid implicit alternatives


6. Avoid implicit assumptions


7. Avoid estimates


8. Avoid double barreled questions


9. Consider frame of reference.