Secretarial knowledge > Advertising

Questionnaire question type

Generally speaking, there are three types of questions in the questionnaire: quiz questions, single-choice questions, and multiple-choice questions. Here is a brief description:
The questions and answers directly ask questions, and the questions themselves do not reveal any implied answers, allowing the respondents to freely express their opinions. E.g:

1. Is the quality of the XX TV set consistent with what it promised in the advertisement?
2. Excuse me, why do you want to buy XX brand air conditioner?
3. What do you think of our company's after-sales service?

Single-choice questions generally set two opposite answers, allowing the respondent to choose one of them, for example:

1. Do you drink soda in summer?
whether
2. Do you drink soda in winter?
whether
3. Do you drink soda in spring?
whether

Multiple-choice questions generally set more than three answers, allowing the respondent to select one or more of them. E.g:

1. In which situation did you chew gum?
When you are thirsty, when you are bored, when you are watching a movie, when you are on an outing, you will have bad breath when you read a book during exercise.
2. What kind of brand is chewing gum you usually chew?
Zhilan dream dream fog fog 啾啾 Wrigley Harby Knight Rakuten Seagull Xiaobing No. 1 Little Love God other
3. When you buy chewing gum, what factors do you consider?
Sweet and moderate, have a scent, feel good when chewing, and be beautiful. You can participate in the lottery with special tastes.
4. Do you specify a brand when you buy chewing gum?
Be sure to specify the brand's designated brand, but don't insist that the brand must not specify the brand.

The above three types of questions are the most common. In addition, Mr. Wei Wei and others believe that the following eight questions are available:
1. Recalling the question is to clearly indicate the scope of the recall, so that the respondent can answer according to the memory. It is mainly used to test the brand name, company name and the degree of impression of the advertisement on the respondent. For example: Please briefly describe the TV commercial content of Sun God Oral Liquid.
2. Reconfirm the question, that is, prompt some kind of clues, such as pictures, photos, texts, names, etc., please recall the respondents. E.g:

The following brands of electric ice coolers, please draw what you know:
Sasong Ginolqin Island Shuanglu Meiling Wanbao Xiangxuehai

3. The matching questions give two kinds of prompts. Please ask the respondents to find out the correspondence between the prompts to find out their cognitive level. For example, list the brands of several TV sets, please ask the respondents to write them. The corresponding price.
4. The comparison question is to let the respondents compare the brands, trademarks, advertisements, etc. of several products according to the degree of likeness. For example: Please compare the advertisements of A, B and C products.
5. The degree of propensity refers to the continuous inquiry of a product to understand the difference in the attitude of the respondent from the consumption of one brand of goods to the consumption of another brand of goods. This kind of investigation method is often used when investigating attitudes and opinions. E.g:

What brand of beer do you often drink? A: Card.
At present, the best-selling N-brand beer on the market, will you continue to buy M-brand beer in the future?
Whether the recent N brand beer advertising promises, there are serial rewards, do you still buy M brand beer?
whether

6. The numerical scale problem is to classify certain attributes of the survey object in order, and the respondent can choose between the measure of satisfaction and dissatisfaction. E.g:

After watching a TV commercial of a product, how do you feel about the advertising design?
Very dissatisfied, not satisfied, satisfied with general satisfaction

7. The graphic evaluation question is to draw a chart in advance, so that the respondent can draw a symbol on his subjective feeling to indicate the content of his evaluation. E.g:

What do you think of the appearance of the XX Freezer?

Very beautiful and very unattractive

8. Corresponding to the scoring question, the respondent is required to indicate his or her opinion on the score sheet according to the characteristics specified in advance. E.g:

Please rate the advertisements of Coca-Cola, Qixi and Jianlibao. See the picture below:

The art of advertising is very strong. The best time to play the object is very clear. The advertising style is very elegant. 210-1-2
The artistic quality of advertising is very poor. The shortest appeal time is very unclear. The advertising style is very vulgar. See Wei Wei, Wang Wei, “Advertising Investigation and Design”, Economic Management Press, January 1998, p. 78-80.

recommended article

popular articles