2. “ It is not every question that deserves an answer.” Publius Syrus (roman,1st century B.C.)
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12. Structured Unstructured Undisguised Disguised Classifying Surveys by Degree of Structure and Degree of Disguise Example: Typical descriptive survey with straight-forward, structured questions Example: Survey with open-ended questions to discover “new” answers or focus group interview Example: Survey interview to measure brand A’s image versus competitive brands’ images or brand recall (unaided recall) Example: Projection techniques used mostly for exploratory research