Respondents are asked to give an assessment of their views on a scale.
From 1-5 where 5 represents very positive and 1 represents very negative.
Closed question negative and positive:
+ Easy to analyse as data is in numbers. Which can be summarised and used in graphs.
May not permit people to express their precise feelings. Low in validity.
Open question negative and positive:
+ Provide rich details on how people behave because they are given a free range to express themselves. Increased validity of data being collected.
More difficult to detect patterns and draw conclusions because there are likely to be a wide range of respondent's answers. So a researcher may look foe trends rather than using descriptive statistics.
Rating scale negative and positive:
+ Reasonably objective way to represent feelings and attitudes related to the topic being researched.
+ Produces quantitative data which is easy to analyse or represent in graphs.
respondents may avoid ends of scales and go for the 'middle of the road' - thus answers do not represent true feelings ie. lack of validity.
likert scales:
Allow people to indicate how much they agree or disagree.
