|
TYPE
|
DESCRIPTION
|
EXAMPLE
|
|
Dichotomous
|
A question offering two answer choices:
"In arranging this trip, did you personally phone the Omni Hotel?" |
1 = Yes
2 = No |
|
Multiple Choice
|
A question offering three or more answer choices:
"With whom are you traveling on this trip?" |
1 = Nobody
2 = Spouse
3 = Spouse / children
4 = Children only
5 = Business assoc.
6 = Friends
7 = Other relatives
8 = A tour group |
|
Likert Scale
|
A statement with which the respondent shows the amount of agreement / disagreement:
"Large hotels generally give better service than small ones..." |
1 = Disagree Strongly
2 = Disagree
3 = Neither agree nor disagree
4 = Agree
5 = Agree strongly |
|
Importance Scale
|
A scale that rates the importance of some attribute from "not at all important" to "extremely important":
"Hotel room service to me is..." |
1 = Extremely important
2 = Very important
3 = Somewhat important
4 = Not very important
5 = Not at all important |
|
Rating Scale
|
A scale that rates some attribute from "poor" to "excellent":
"Omni Hotel's food is..." |
1 = Excellent
2 = Very good
3 = Good
4 = Fair
5 = Poor |
