Basic Marketing Research 7th Edition by Gilbert Churchill,Tom Brown,Tracy Suter

Exercise 17

Evaluate the following multichotomous questions. Rephrase them as dichotomous or open-ended questions if you think it would be more appropriate.
a. Which one of the following reasons is most important in your choice of stereo equipment
Price
In-store service
Brand name
Level of distortion
Guarantee/warranty
b. Please indicate your education level.
Less than high school
Some high school
High school graduate
Technical or vocational school
Some college
. College graduate
Some graduate or professional school
c. Which of the following reflects your views toward the issues raised by ecologi4ts
Have'received attention
Have not received attention
Should receive more attention
Should receive less attention
d. With which of the following statements do you most strongly agree
Delta Air Lines has better service than Northwest Airlines.
Northwest Airlines has better service than United Airlines.
United Airlines has better service than Delta Air Lines.
United Airlines has better service than Northwest Airlines.
Northwest Airlines has better service than Delta Air Lines.
Delta Air Lines has better service than United Airlines.