🔍 Market Research Fundamentals
Survey Question Types
Open-ended and closed-ended question formats, with examples.
~6 min read
Open-ended questions
- Completely unstructured — respondents answer however they like
- Word associations — the word that first comes to mind for a given expression
- Sentence completion — respondents complete an incomplete sentence
- Story completion — finish an unfinished story
- Image completion — react to a two-character picture, identifying with one
- Theme completion — make up a story about what happened or might happen in a picture
Closed-ended questions
- Dichotomous — offers two possible answers
- Multiple choice — offers three or more answers
- Scale of consent — expresses level of agreement
- Semantic differential — a scale written between two bipolar words
- Scale of importance — assigns importance to an attribute
- Rating scale — for evaluation of characteristics
- Scale of intention to buy — expresses intensity of intention
Tasks for this lesson