Questions to ask: Closed- vs. Open-ended questions

Surveys (or what we call Conversations) are a popular research tool used to collect data and gain insights about a particular topic or audience. One of the most important decisions you have to make when creating a survey is whether to use closed-ended or open-ended questions.

Closed-ended questions are those that provide respondents with a limited set of pre-defined answer options to choose from. These questions are usually used when you want to collect quantitative data that can be easily analyzed and compared across different groups or time periods. Closed-ended questions typically begin with phrases such as “Do you…”, “Have you…”, or “What is your…”.

For example, a closed-ended question in a survey about consumer preferences for soft drinks could be: “Which of the following soft drink brands do you prefer: Coca-Cola, Pepsi, or Dr. Pepper?”

On the other hand, open-ended questions are those that allow respondents to provide their own answers, often in their own words. These questions are used when you want to collect qualitative data that can provide more in-depth insights and uncover nuances and complexities that may not be captured by closed-ended questions. Open-ended questions typically begin with phrases such as “What do you think…”, “How do you feel about…”, or “Can you describe…”.

For example, an open-ended question in the same survey about consumer preferences for soft drinks could be: “What do you look for in a soft drink and why?”

While closed-ended questions are easier to analyze and compare, they may not capture the full range of opinions and experiences of respondents. Open-ended questions, on the other hand, provide more room for respondents to express their thoughts and feelings and Oomiji is a unique tool that has the ability to analyze both structured and unstructured data and segment by interest, motivation, need, perception or even emotion.

When deciding which type of question to use in a survey, you should consider their research goals, the target audience, and the resources available for analyzing and summarizing the data. A combination of both closed-ended and open-ended questions can provide a more comprehensive understanding of the topic being studied.