Answer to Question 1
Open-ended response questions pose some problem or topic and ask respondents to answer in their own words. Examples include What names of local banks can you think of offhand? or How can our stores better server your needs? Fixed-alternative questions (sometimes called closed questions) give respondents specific limited-alternative responses and ask them to choose the one closest to their own viewpoints. For example:
Do you use Tide laundry detergent?
____ Yes
____ No
While open-ended response questions are most beneficial when the researcher is conducting exploratory research, their cost is substantially higher than that of administering fixed-alternative questions. Fixed-alternative questions require less interviewer skill, take less time, and are easier for the respondent to answer. However, unanticipated alternatives may emerge when respondents believe that closed answers do not adequately reflect their feelings.
Answer to Question 2
First, there is no single entry for relationship building between a brand and the customer. Second, either the customer or the seller can initiate the relationship. Third, there is no single channel by which marketers can channel all of their messages to a single target market.
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