BBI2O Introduction to BusinessMr. Ruston
Unit 2 Functions of a Business
2.D Marketing
CLOSED-END QUESTIONS~ limit the number of responses possible
~ easier to tabulate
~ less informative than open-end questions
Name / Description / Example
Dichotomous / A question offering two answer choices. / “In arranging this trip, did you personally phone Air Canada?”
Yes No
Multiple Choice / A question offering three or more answer choices. / “With whom are you traveling on this flight?”
No one Children only
Spouse Business Associates/friends/relatives
Spouse and Organized Tour Group
children
Likert Scale / A statement where respondent shows the amount of agreement/disagreement. / “Small airlines generally give better service than large ones.”
Strongly Disagree Neither Agree Agree Strongly
Disagree nor Disagree
1 2 3 4 5
Semantic Differential / A scale is inscribed between two bipolar words, and the respondent selects the point that represents the direction and intensity of his or her feelings. / Air Canada
LargeXSmall
ExperiencedXInexperienced
ModernXOld-fashioned
Importance Scale / A scale that rates the importance of some attribute from “not at all important” to “extremely important”. / “Airline food service to me is:”
Extremely Very Somewhat Not Very Not at All
Important Important Important Important Important
1 2 3 4 5
Rating Scale / A scale that rates some attribute from “poor” to “excellent”. / “Air Canada’s food service is:”
Excellent Very Good Good Fair Poor
1 2 3 4 5
OPEN-END QUESTIONS
~ no limit to the number of responses possible
~ more difficult to tabulate
~ can be muchmore informative than open-end questions
Name / Description / Example
Completely unstructured / A question that responds can answer in an almost unlimited number of ways. / “
“What is your opinion of Air Canada?”
Word Association / Words are presented, one at a time, and respondents mention the first word that comes to mind. / “What is the first word that comes to mind when you hear the following?”
Airline ______
Canada ______
Travel ______
Sentence Completion / Incomplete sentences are presented, one at a time, and respondents complete the sentence. / “When I choose an airline, the most important consideration in my decision is ______”
Story Completion / An incomplete story is presented, and respondents are asked to complete it. / “I flew Air Canada a few days ago. I noticed that the exterior and interior of the plane had very soft colours. This made me feel …”