Presenting an effective open-ended survey question requires careful crafting to elicit insightful responses. Key considerations include clarity, focus, and avoiding constraints. According to the provided reference, the aim is to create questions that are simple and quick to answer.
Best Practices for Open-Ended Survey Questions
Here's a breakdown of how to present effective open-ended questions:
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Clarity is paramount: Ensure that the purpose of your question is immediately clear to the respondent. Avoid ambiguity to get direct answers.
- Example of a clear question: "What do you like most about our product's user interface?"
- Example of an unclear question: "Tell us your thoughts."
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Avoid overly broad or vague questions: Questions that are too general can be difficult for respondents to answer thoughtfully. Focus on specific areas.
- Example of a broad question: "What are your thoughts on everything?"
- Example of a more focused question: "How has our customer service impacted your experience?"
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Keep questions concise and easy to understand: Long, complex questions can be overwhelming. Use simple language and ask one question at a time.
- Example of a complex question: "Considering all aspects of our services and their impact on your daily life, could you elaborate on how the aforementioned components have affected your long-term satisfaction, if any, and in which specific ways?"
- Example of a simple question: "What changes would you recommend to improve our services?"
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Focus on one question at a time: Asking multiple questions within one open-ended prompt can confuse participants and result in incomplete or mixed responses.
- Example of multiple questions in one: "What do you think about our prices and the quality of our product?"
- Example of one focused question: "What are your thoughts on the value of our product in relation to its price?"
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Do not impose a minimum word count: Requiring a minimum response length can discourage participants or lead to forced, less genuine answers. The focus should be on quality, not quantity.
- Avoid: "Please describe your experience in at least 100 words"
- Instead: Allow the respondent to write as little or as much as they feel is necessary to respond.
Example Table of Good vs Bad Open Ended Questions
| Feature | Good Open-Ended Question | Bad Open-Ended Question |
|---|---|---|
| Clarity | "What specific feature of our app do you find most useful?" | "Tell us about your experience." |
| Focus | "What improvements would you suggest for our website navigation?" | "How do you feel about everything we do?" |
| Simplicity | "Why did you choose our brand over competitors?" | "Considering all factors, and weighing the pros and cons, how does our brand influence your purchasing habits?" |
| Single Question | "What is the primary reason you would recommend our product?" | "What are your likes, dislikes and suggestions for our product?" |
| Word Count | "Please share any feedback you have regarding our recent update." | "Write a 200 word review of your experience" |
By following these guidelines, you can create open-ended questions that gather valuable, nuanced insights from your survey respondents.
