Glossary of Marketing Studies and Research
Qualitative questions are the most commonly used in surveys. A list of questions is proposed to the respondent in which he has to choose one or several responses. The questionnaire should specify if a uique or multiple responses are accepted.
Qualitative questions are very successful because processing is particularly easy. The researcher can obtain simple and combined distribution tables of respondents on the different responses proposed on the list. Several statistic treatments are possible and graphs are easily made on this type of questions. Results can be presented on pie charts, bars, curves... However this type of questions involve that the researcher has anticipated all possible responses or collect the « other » responses.