Multiplechoice Question

Which one of the following cities have you visited most often? London □ Paris □ New York □ Lisbon □ Munich □ Ankara □ Beijing □ Dublin □

In this same category are scales. There is a variety of scales (see Chapter 6):

• Likert scale: measures attitudes

• semantic differential: also assesses people's attitudes

Open-ended questions

Open-ended questions do not suggest an answer and allow people to write whatever they wish. The main purpose of this type of question is to obtain the respondent's own verbalisation of, comprehension of and reaction to stimuli such as advertisements, packages, products and concepts.

Unstructured questions This type of question allows the respondent to reply in whatever format they prefer:

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