The Questionnaires Can Be Classified Into Four Main Types

The questionnaires can be classified into four main types –
1. Structured-non-disguised,
2. Structured –disguised,
3. Non-structured-non-disguised, and
4. Non-structured-disguised.
A structured questionnaire is a formal list of questions framed so as to get the

facts. The interviewer asks the questions strictly in accordance with a pre-
arranged order.
A non-structured questionnaire is one in which the questions are not

structured and the order in which they are to be asked from the respondent is
left entirely to the researcher. He asks the questions in the manner in which he
deems fit in a particular situation.
A structured questionnaire can be of two types, namely, disguised and non-
disguised.
This classification is based on whether the object or purpose of the survey is

revealed or undisclosed to the respondent.
Thus, a structured-non-disguised questionnaire is one where the listing of

questions is in a prearranged order and where the object of enquiry is revealed to
the respondent.
In the case of a structured – disguised questionnaire, the researcher does not

disclose the object of the survey. He feels that if the respondent comes to know
the object of the survey, he may not be objective in giving the necessary
information and, as such, it purpose may be defeated.
The structured-non-disguised questionnaire has several advantages.
Firstly, it facilitates the collection of information in a systematic and orderly manner

as the questions have been formulated in advance.
Secondly, since the questions asked by each by each interviewer happen to be

identical and are asked in the same order, the information is generally not vitiated on
account of the varying characteristics of the different interviewers. As such, even less
qualified interviewers can be deployed in canvassing such a questionnaire.
Thirdly, such a questionnaire makes it far easier to edit. Tabulate and intercept the
data it contains.
Finally, a structured questionnaire can be convectively pre-tested so that suitable

modifications can be made in the phraseology of questions or in their sequence or
both.
An unstructured questionnaire is most suitable when:
--- motivational factors are involved.

--- the interviewer is free to ask probing questions to get at the key motivational factor or factors.
---questionnaires of this type are normally used in depth interviews.
Crisp has very lucidly explained the different types of information which are generally
sought in marketing research. The information could be one or more of the following
type:
1. Facts
2. Quasi facts
3. Awareness, or penetration of information
4. Opinions
5. Attitudes
6. Future action plans and
7. Reasons.
Questions can be classified in various ways. One way of classification is as follows.
1. Open –ended question
2. Close – ended question:--
Dichotomous question
Multiple –choice questions
Open questions are preferred when the researcher is interested in knowing what is uppermost
is the mind of the respondent.
However, open questions pose certain problems.
At the time of the actual interview, it becomes difficult for the interviewer to note down the
respondents answer verbatim.
Further, if several interviews are conducting interviews and each one recording the answers to
opinion questions according to his understanding, and in his own way.
Then there is likely to be an element of bias in the recorded answers.
Another difficulty in respect of open questions is that it is extremely difficult to compress lengthy
answer in a meaningful manner. Such answers may be good qualitatively but their
quantification becomes extremely difficult.
The dichotomous questions have:--
--- only two answers in the form ‘yes’ or ‘no’ ‘true’ or ‘false’.’ use’ or’ do not use’ etc.
---there cannot be a third answer. However, in some cases, there may be a third
answer which may come from those who do not want to take a definite stand one
way or the other.
---most convenient or least bothersome to respondents who have simply to indicate

their choice from the two possible answers.
---as such, these questions require the minimum possible time to the respondents.
---also, answers to such questions are easy to edit, tabulate and interpret.
In the case of multiple-choice questions:
---the respondent is offered two or more choices.
---the marketing researcher exhausts all the possible choices and the respondent
has to indicate which one is applicable in his case.
---the respondent is likely to take more time to answer a multiple –choice

questions as compared to dichotomous one.
---also, more time is required in the editing, tabulation and interpretation of data.
Phrasing of the Question : In order to ensure the appropriate phrasing question,
one should be particular about the following factors:
•Difficult words should be avoided as far as possible.
•Likewise, technical or special terms which an average respondent may not

understand, should be excluded.
•Vague words such as ‘many’ ‘often’ ‘generally’, ‘on the whole’ and ‘reasonably’,
should not be used.
•Lengthy questions should be avoided. Too much verbosity makes questions

lengthy, and is likely to confuse the respondent.
•One should avoid combining two questions into one.
•Question lacking specificity should be avoided or modified suitably so that they

become more precise.
•Another aspect that should receive the attention of the researcher is the sequence
or order of questions to be contained in a questionnaire.
Order of Questions
How Many Question to be Asked?
Layout of the Questions
Pre-testing the Questionnaire
Once the questionnaire is ready, it should be pre-tested. Pre-testing of the

questionnaire implies that it is tried out on a few respondents and their reaction
to questionnaire is observed. It helps the researcher decided whether any
changes in the question –content or the wording of questions are called for. If so,
specific changes that are desirable can also be ascertained and incorporated in
the questionnaire.

The Questionnaires Can Be Classified Into Four Main Types

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The questionnaires can be classified into four main types –

A structured questionnaire is a formal list of questions framed so as to get the

A non-structured questionnaire is one in which the questions are not

This classification is based on whether the object or purpose of the survey is

Thus, a structured-non-disguised questionnaire is one where the listing of

In the case of a structured – disguised questionnaire, the researcher does not

Firstly, it facilitates the collection of information in a systematic and orderly manner

Secondly, since the questions asked by each by each interviewer happen to be

Finally, a structured questionnaire can be convectively pre-tested so that suitable

--- motivational factors are involved.

However, open questions pose certain problems.

Then there is likely to be an element of bias in the recorded answers.

---most convenient or least bothersome to respondents who have simply to indicate

---the respondent is offered two or more choices.

---the respondent is likely to take more time to answer a multiple –choice

•Difficult words should be avoided as far as possible.

•Likewise, technical or special terms which an average respondent may not

•Lengthy questions should be avoided. Too much verbosity makes questions

•One should avoid combining two questions into one.

•Question lacking specificity should be avoided or modified suitably so that they

How Many Question to be Asked?

Layout of the Questions

Pre-testing the Questionnaire

Once the questionnaire is ready, it should be pre-tested. Pre-testing of the

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