1. Open-ended
Open-ended questions allow respondents to answer in their own words. This usually results in qualitative data.
Example:
What features would you like to see on the website for the digital marketing textbook (www.quirk.biz/digital marketingtextbook)?
2. Closed
These questions give respondents specific responses from which to choose. These are typically multiple-choice questions with either one or multiple possible answers. This results in quantitative data.
Example:
Do you use the digital marketing textbook website?
Yes
No
or:
What features of the digital marketing textbook website do you use? Tick all that apply.
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3. Ranked or ordinal
These questions ask respondents to rank items in order of preference or relevance. Respondents are given a numeric scale to indicate order. This results in quantitative data.
Example:
Rate the features of the digital marketing textbook website, where 1 is the most useful and 4 is the least useful.
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4. Matrix and rating
These types of questions can be used to quantify qualitative data. Respondents are asked to rank behaviour or attitude.
Example:
Rate the features of the digital marketing textbook website according to the following scale:
1 = love it, 2 = like it, 3 = no opinion, 4 = dislike it.
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