A chocolate bar manufacturer is interested in surveying customers’ opinions on the tastes of 5 new chocolate bars. The bars are A, B, C, D and E. What information could the manufacturer derive from a ranking question that could not be derived from a checklist question?
A ranking question asks participants to rank several items in a specific order based on their preference, while a checklist question asks participants to check off the items they like or prefer. In this scenario, the chocolate bar manufacturer could derive different types of information from both types of questions:
1. Ranking question:
By using a ranking question, the manufacturer can learn about the relative preferences of the customers for the 5 chocolate bars. The information that can be derived includes:
- The preferred chocolate bar: It allows the manufacturer to identify which chocolate bar is liked the most by the customers.
- The least preferred chocolate bar: It helps the manufacturer know which chocolate bar is least favored by the customers.
- Comparison between bars: The ranking question allows the manufacturer to understand the specific preferences of the customers by comparing the relative rankings of each chocolate bar.
2. Checklist question:
A checklist question provides information about the chocolate bars that customers like or prefer, without providing any indication of the ranking or relative preference. The information that can be derived from a checklist question includes:
- General preferences: The manufacturer can identify the chocolate bars that are liked or preferred by the customers.
- Popularity: It helps the manufacturer understand the overall popularity of each chocolate bar based on the number of checkmarks received.
- Patterns: If there are any patterns in the preferences, such as certain bars being consistently preferred together, can be identified.
In summary, a ranking question provides insights into the relative preferences and specific comparisons between the chocolate bars, while a checklist question provides information about the overall preferences and popularity of the bars without indicating any relative ranking.