142 Services Marketing
select their answer between two choices of answers. For example,
Yes/No, Agree/Disagree and so forth. ese two answers may be sup-
plemented by including some neutral answers such as can’t say, don’t
know, no opinion and neither
The Question Sequence
e arrangement of questions in the questionnaire should be made in an
orderly manner so as to minimize the measurement error. ere are no hard
and fast rules to decide the order of questions. However, some basic prin-
ciples may be followed. e rst questions must be simple, introductory,
objective and interesting. If the respondent gets confused or bored initially
it is very di cult to obtain the qualitative information from him. Questions
must be grouped accor