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Healthcare Glossary
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Dichotomous question
A closed question where there can be only two answers, commonly 'yes' or 'no' . This type of questioning may be used in questionnaires during focus grouping or other market research. The advantages to a Dichotomous Question is that it is quick and does not allow ambivalent answers.
However its weakness is that it does not allow for any degree of sensitivity or emotional preference, which is sometimes necessary to research.
See also:
Market research
Related terms
Objectives, Market positioning, Franchising, Chronic disease, Monopoly, Ad recall, Adaptive scripting, Motivation research, Unstructured question, Channel strategy, Segment, Local advertising, Relative market share, Focus groups, Situation analysis,
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