Page 131 - DMGT209_QUANTITATIVE_TECHNIQUES_II

Quantitative Techniques-II

Notes Therefore, open-ended questions are useful in exploratory research, where all possible alternatives
are explored. The greatest disadvantage of open-ended questions is that the researcher has to
note down the answer of the respondents verbatim. Therefore, there is a likelihood of the
researcher failing to record some information.
Another problem with open-ended question is that the respondents may not use the same frame
of reference.

Example: “What is the most important attribute in a job?”
Ans: Pay
The respondent may have meant “basic pay” but interviewer may think that the respondent is
talking about “total pay including dearness allowance and incentive”. Since both of them refer
to pay, it is impossible to separate two different frames.

Dichotomous Question

These questions have only two answers, ‘Yes’ or ‘no’, ‘true’ or ‘false’ ‘use’ or ‘don’t use’.
Do you use toothpaste? Yes ……….. No …………

There is no third answer. However sometimes, there can be a third answer:

Example: “Do you like to watch movies?”
Ans: Neither like nor dislike
Dichotomous questions are most convenient and easy to answer.

Close-ended Questions

There are two basic formats in this type:
 Make one or more choices among the alternatives

 Rate the alternatives

Choice among Alternatives

Which of the following words or phrases best describes the kind of person you feel would be
most likely to use this product, based on what you have seen in the commercial?

(a) Young ………… old …………….
Single ………… Married ………..

Modern ………… Old fashioned ……………...
(b) Rating Scale
(I) Please tell us your overall reaction to this commercial?
 A great commercial would like to see again.

 Just so-so, like other commercials.
 Another bad commercial.
 Pretty good commercial.

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