Marketing Research Test 3 (Types of Questions: Rating, Ranking, and Categorization)

Dichotomous-Choice Question

• Simple Category question

• Two mutually exclusive response choices

• Nominal

  • Ex: Simple yes or no

Multiple-Choice, Single-Response

• When there are multiple options for the rater but only one is wanted

• Nominal

  • Ex: “what newspaper do you read more often”

Multiple-Choice, Mulple-Response

• Allows the rater to select one or several alternatives

• Checklist

  • Ex: “Check any of the sources you consulted when designing your new home

Likert Scale

• Most frequently used variation of the rating scale

• Often asked to agree or disagree (favorable or unfavorable attitude)

• Given a numerical score often use 5,7,9, or 11-point scales

• Quick and Easy

  • Ex: “The internet is superior to traditional libraries for comprehensive searches…agree or disagree scale”

Semantic Differential Question

• measures attitudes, opinions, and perceptions using bipolar adjectives

• Can be used for studies on brand and institutional image, employee morale, safety, or financial soundness

• Bipolar rating scale usually by 7 points

  • Ex: “What level of data do these scales produce” with spots for numbers to rank

Numerical Rating Questions

• Have equal intervals that separate their numeric scale points

• Verbal anchors serve as the labels for the extreme points

• Numerical scale is based often on 5-point scales but could be 7 or 10 points

• The participants write a number from the scale next to each item

• Interval

  • Ex: “What level of data does this produce?”

Multiple Rating List Questions

• Accepts a circled response from the rater

• The layout facilitates the visualization of results (a mental map of participant’s evaluations is evident to both the rater and the researcher)

Stapel Scale Questions

• Used as an alternative to the semantic differential, especially when it is difficult to find bipolar adjectives that match the investigative question

  • Ex: Timeline type scale

Graphic Rating Questions

• Was created to enable researchers to discern fine differences

• An infinite number of ratings is possible

• Instructed to mark their response at any point along a continuum

• Score is a measure of length from either endpoint

• Difficult to code and analyze

Verbal Graphic

• Anchored with words or phrases

Visual Graphic

• pictures, icons, or other visuals

• good for kids

Ranking Questions

As the rater to evaluate an object or property in comparison with another and select

Paired-Comparison Questions

• The participant can express attitudes unambiguously by choosing between two objects

• Participants will tire to the point that they give ill-considered answers or refuse to continue

• Ordinal

Forced Ranking Questions

• Lists attributes that are ranked relative to each other

• Faster method and is usually easier and more motivating

Comparative Questions

• The participant compares an object against a standard

• Ideal if the participants are familiar with the standard

Categorization Questions

• Ask participants to put themselves or property indicants in groups or categories

  • Ex: “please indicate your gender” and “would this vehicle appeal to a youthful or mature driver?”