Questionnaire Design and Scale Types

The video tutorial covers the essentials of market research, focusing on different types of questions used in questionnaires, such as open, closed, and scale questions. It provides detailed insights into designing effective questionnaires, emphasizing neutrality, simplicity, and clarity. The tutorial also highlights the importance of avoiding biases and using appropriate language. Finally, it summarizes key concepts in market research, including primary and secondary data, qualitative and quantitative studies, and the significance of proper question formulation.

What are the two main types of questions in a questionnaire?

• Short answer and essay

• Multiple choice and true/false

• Open-ended and closed-ended

• Rating and ranking

Which type of scale question asks respondents to indicate their level of agreement with a statement?

• Likert scale

• Multiple choice scale

• Dichotomous scale

• Semantic differential scale

What is a key characteristic of a semantic differential scale?

• It uses a single word to describe an opinion

• It asks respondents to choose between two opposite adjectives

• It measures the frequency of an action

• It ranks items in order of preference

Why is it recommended to avoid using a neutral middle option in scale questions?

• It is difficult to analyze

• It confuses the respondents

• It does not provide useful information

• It makes the questionnaire too long

What is the main purpose of using a ranking scale in a questionnaire?

• To evaluate the quality of a product

• To rank items in order of importance

• To determine the level of agreement

• To measure the frequency of an action

What should be avoided when formulating questions to ensure they are not biased?

• Leading the respondent to a particular answer

• Using simple language

• Using technical terms

• Asking about personal information

Why is it important to avoid double-barreled questions in a questionnaire?

• They require numerical answers

• They are too short

• They combine multiple ideas into one question

• They are too easy to answer

What is a key guideline for ensuring questions are clear and precise?

• Using technical jargon

• Combining multiple questions into one

• Using vague terms

• Specifying a clear time frame

What is the main goal of conducting market research?

• To reduce production costs

• To create advertisements

• To increase product prices

• To interpret and analyze data for decision-making

What is the difference between primary and secondary information in market research?

• Primary information is qualitative, secondary is quantitative

• Primary information is collected first, secondary is collected later

• Primary information is more reliable, secondary is less reliable

• Primary information is original data, secondary is existing data