Page 122 - DMGT404 RESEARCH_METHODOLOGY

Research Methodology

Notes to get the information from the respondent fairly and accurately. The main disadvantage
of this method of interviewing is that it takes time, and the respondents may not cooperate.
Another disadvantage is that coding of open-ended questions may pose a challenge. For
example: When a researcher asks the respondent "Tell me something about your experience
in this hospital". The answer may be "Well, the nurses are slow to attend and the doctor is
rude. 'Slow' and 'rude' are different qualities needing separate coding. This type of
interviewing is extremely helpful in exploratory studies.

Step 3: Type of Questions

Open-ended Questions

These are questions where respondents are free to answer in their own words. Example: "What
factor do you consider while buying a suit"? If multiple choices are given, it could be colour,
price, style, brand, etc., but some respondents may mention attributes which may not occur to
the researcher.
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. A major disadvantage of
dichotomous question is that it limits the respondent's response. This may lead to measurement
error.

Close-Ended Questions

There are two basic formats in this type:

 Make one or more choices among the alternatives.
 Rate the alternatives.

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