Introduction
The type of questions administered in a survey is a determinant of the success of the study to answer its questions and fulfill its objectives. The questions are the tools used to collect the data, and in that regard, the appropriateness of the data collected will determine its interpretation and subsequent findings and implications. Considering the descriptive nature of the proposed study, i.e. measuring the response of customers to the properties of the iPad, this paper provides an analysis of the advantages and disadvantages of different types of question, in regard of the proposed study. Additionally this paper states that rating questions are the most suitable for the proposed research methods, populations and sample.
Questions Types
The main criteria based on which the questions, as measurement tools, can be assessed, can be seen in their applicability to the characteristics of good measurement, which are validity, reliability, and practicability (Cooper & Schindler, 2006, p. 318). It can be seen from the questions provided that they are dichotomous questions. The advantages of such questions can be seen when the topic represent clearly dichotomous choices, in which only two cases might be present (Cooper & Schindler, 2006, p. 368), e.g. the features of the iPad or worth the cost or not. Nevertheless, the there are disadvantages, which can be seen in the cases where there are several alternatives to choose from, while the question is limited only to two, e.g. Will be using your iPad for songs or to watch TV & movies, with the alternative being playing games, reading e-books, etc.
For cases in which more than one alternative is present the multiple choice question is preferable. The advantage of such question, in addition to providing more than one alternative answer, is the ability to measure the gradations of preferences. The disadvantages, nevertheless, are in that the questions should be designed in a way that provides an exhaustive list of answers. In case there are unanticipated answers, or answers which are not mutually exclusive, problems might arise.
Another type of question that can be used in the study is derived from dichotomous questions, which is the check list. The checklists are more efficient than dichotomous questions, while other than that the same advantages and disadvantages of dichotomous questions can be applied to checklist question. Accordingly, check list questions gather nominal data.
Rating Questions
The basis of rating questions is positioning the investigated factor on a scale, verbal, numeric, or graphic (Cooper & Schindler, 2006, p. 372). In that regard, the advantages of rating scale-questions, within the questions of this study is measuring the perception of the customer toward the product in general or its single feature in particular. The proposed scale to be used is the Likert scale, in which the attitude will be measured, in terms of the degree of customers’ agreement to a particular statement. Accordingly, the questions provided in the study should be revised to accommodate the usage of the Likert scale, e.g. instead of asking, Would you say the Apple Store is convenient to use for customers with little experience, the question can rephrased as follows:
Apple Store is convenient to use for customers with little experience:
- (Strongly Agree)
- (Agree)
- (Neither agree nor disagree)
- (Disagree)
- (Strongly Disagree)
The disadvantages of the rating scale can be seen in the relating the scores of the item toward the main question of the study, where the summated score might be identical, while different responses might be present.
Conclusion
It can be concluded that the different questions have different advantages and disadvantages, in relation to the present study. In that regard, this paper argues that the usage of rating score questions is the more suitable to the purpose of the study, and the content of the questions provided initially.
Works Cited
Cooper, D. R., & Schindler, P. S. (2006). Business research methods (9th ed.). Boston: McGraw-Hill Irwin.