Are Open-ended Questions Worth the Effort?
Journal of Marketing Research · 1965 · Volume 2 · Issue 4
DOI: 10.1177/002224376500200413
Abstract
Free-answer questions are so troublesome that banning them from full-scale surveys has been suggested. A recent experiment finds them inefficient and no more productive of depth or of valid answers than checkbox questions are. Their indicated use may be confined to the development and pretesting phases of surveys.
Enable JavaScript for citation tools and additional paper interactions.