Example Of Funnelling

Questionnaire relates to assessing customer impressions of a new airline service.

1 What is your overall reaction to the new service we are operating from Manchester to Istanbul?

2 Do you find anything about the new service to your distaste?

3 Do you find the kind of in-flight entertainment to your taste?

Inverted funnelling moves from the specific to the general. Since this approach makes respondents consider certain specific points in reaching their evaluations, it is useful in those instances where the interviewer wishes to ensure that all respondents base their evaluations on similar factors. This approach works best where respondents are questioned about topics about which they have strong feelings.

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