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The Marketing Research Process (cont’d)
• Questionnaire Construction
– Open-ended question
• Question which invites the respondent to answer as
their own interests or personal subjectivity dictates
– Dichotomous question
• Question which to which the respondent can make only
an either/or or yes/no response
– Multiple-choice question
• Question asks the respondent to choose a response
from a fixed set of responses
• Observation Methods
• Experimentation
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