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The Numbers on Open-Ended Questions...
With online questionnaires growing in importance, industry commentators are advising researchers to brush up their (sometimes rusty) self-completion survey techniques. Aussie researcher Philip Derham has analysed responses to open-ended questions in a number of paper and Web-based surveys and drawn some interesting conclusions.
Derham Marketing Research looked at response rates, numbers of open-ended responses and number of words used in answering open-endeds, for three paper-based and four Web-based surveys, some including email elements as well. The surveys were chosen for their close comparability in other respects, so as to concentrate on the presentation of open-endeds and its consequences.
Among the conclusions, Derham found little difference in the propensity to answer open-endeds online or on paper, or in the average number of words per answer: 'The type of research vehicle used (whether paper or web) does not influence the volume of words supplied'. Much more important is the amount of space left for the answer - whether in the form of a Web text box or blank paper.
The percentage of respondents offering at least one open-ended comment on a paper questionnaire ranged from 29% in a 'densely question-filled' survey to 76% in one 'replete with blank space': on the Web the proportion sank as low as 26% where small spaces were provided but rose above 50% in two surveys with larger boxes.
The average number of words offered in answers to open-ended questions [ie total for the survey] was 52 for the spacious paper survey and 47-49 for the comparable Web surveys.
Provision of space is therefore key to ensuring longer answers where these are required - however, Derham notes that 'Where open ended answers are not required, providing very little open space ensures few offer open ended comments, but the lack of capacity does not affect the overall survey rates - other factors influence those'.
Where respondents were allowed / encouraged to email further comments, length of response was similar to surveys with large amounts of space for answers. However, Derham found a very low percentage of respondents actually bothering with such comments, concluding that 'Invitations to add comment via an email link at the end of a web survey are scarcely worthwhile. The responses they generate consume researcher and client time yet yield very few respondents whose answers could be analysed and, so are at best, genuflections to perceptions of the benefits of customer inclusion'.
A lot more detail is available from the author - see www.derhamresearch.com.au for further details and contact information, or email derhamp@derhamresearch.com.au
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