Asking and Recording Open-Ended and Closed-Ended Questions
- Open-ended questions are useful for exploring topics in-depth and obtaining rich qualitative data, but they require skilled interviewers and careful coding.
- Closed-ended questions are easier to analyze and reduce interviewer and coder variance, making them suitable for large-scale surveys.
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The book Asking Questions by Norman M. Bradburn, Seymour Sudman, and Brian Wansink is a definitive guide to designing questionnaires for market research, political polls, and social and health surveys. It is a valuable resource for researchers, marketers, and anyone involved in collecting systematic information through surveys.
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