Types of Questions in Surveys

1. Dichotomous Questions

• Only two possible answers: Yes or No.
• Example: "Did you contact us?"

2. Multiple Choice Questions

• Offers several options from which the respondent can choose.

3. Likert Scale

• Range from "strongly disagree" to "strongly agree."

4. Semantic Differential Scale

• Rates a concept on a bipolar scale, e.g., "large" vs. "small."

5. Importance Scale

• Ranges from "extremely important" to "not at all important."

6. Intention to Buy Scale

• Be cautious: though responses may indicate intent, real-life actions often differ.

7. Open-ended (Unstructured) Questions

• Allows respondents to answer in their own words.
• Pros: Detailed insights
• Cons: Time-consuming to analyze; requires manual data review.

8. Word Association

• Respondents give immediate responses to words (e.g., "Airline" - "Wonderful").

9. Sentence Completion

• Respondents finish an incomplete sentence.
• Example: "When I choose an airline, the most important consideration is..."

10. Story Completion

• Similar to sentence completion, but involves creating a narrative.

Common Issues with Survey Questions

• Ambiguity: Questions like "Do you eat at fast food restaurants regularly?" can be vague (what does "regularly" mean?).
• Compound Questions: "Do you eat Wendy's hamburgers and chili?" assumes dual consumption.

Pros and Cons of Online Research

Advantages

• Cost-effective: Generally cheaper than traditional methods.
• Speed: Fast data collection.
• Accuracy: Can be highly accurate with the right sample.
• Versatility: Can be adapted for many types of research.

Disadvantages

• Sample Issues: Small and potentially skewed samples.
• Technological Issues: Dependence on technology can lead to problems.
• Access: Not everyone is online, which limits reach and diversity.