Question

 Table 4.1 on page 105 of the textbook presents 2 sets (types) of questions (Closed-ended and Open-ended) used when conducting market research. What are the implications in using these 2 different types of questions as it relates to the research process? (Hint: Think of the entire research process, not just on the collection phase). When would you use one or the other? You may want to use examples to clarify your answer.

Answer 1

Focus group relates to a group of people of almost equal intelligence but different perspectives and then a discussion takes place on a common topic to ascertain the common conclusion. Survey means asking the same set of questions from different people and then basis the response the conclusion is drawn. Focus group can be used when the topic is selected and finalized and the committee can find the similar interest and intelligence people so that a meaningful output can be achieved from it. It is done when the research topic is very specific and we know that these are the 2-3 points that we need to discuss whereas a survey is done when the research is in the exploratory state.

Close ended questions are those of which the response could be a simple Yes or a No whereas the open ended questions would require the respondent to give some thought and energy in answering the question which can also be subjective in nature. In a research process the close ended question can give a specific answer that what is the maximum number of people agreeing to and in which direction is the majority inclined whereas open ended questions can provide us newer areas to research and various perspectives can be included in the research without which the research would look incomplete. I would use close ended question when I need to know the perspective of the audience and no subjective answer or opinion is needed whereas I would use open ended questions when I would want to welcome newer thoughts and opinions in the research.

Example: In research such as what is the opinion of people about the ice bucket challenge I would use open ended questions.