Write-in space

The impact of space on open ended responses

Market researchers often include open ended questions in surveys.

Sometimes, the open ended questions are because the researchers are unsure of the possible answers, or want to find out what the people surveying think, rather than force answers into a limited range of pre-determined answers.

Sometimes, open ended questions are included so respondents can see their responses are genuinely sought and they are not just "tick the box" fodder for the researchers.

The practical research issue is how much space to allow for open ended questions?

The issue is particularly relevant in mail and paper surveys, as the more space given to open ended questions, the less room for other questions.

In online surveys, open ended boxes can be given unlimited characters, but again, the shown space can look insignificant or overwhelming and either option could influence the number who answer.

In this paper, Derham Marketing Research looked at four survey types:

printed paper surveys, mailed out and mailed back (A4 in size, printed back and front in a 3 panels per page, DL envelope size and laid out by professional graphic designers, so they were attractive surveys to look at and easy to complete);
matching paper and online surveys (using mail out and mail back, A4 in size, printed back and front in a 3 panels per page, DL envelope size and laid out by professional graphic designers, for the paper surveys; and using an email link to an online survey, that was designed to be attractive to look at and easy to complete);
online surveys, undertaken by clicking on a link in the email invitation, and with an invitation to send an email with any open ended responses; and
online surveys, again undertaken by clicking on a link in the email invitation, but with capacity to add open ended answers directly into the survey.

The key findings

The key findings from these survey analyses were that:

The survey method used (paper or online) was less important than the provision of a significant volume of space so respondents can add in their comments.
Limited space (a single line of, for example, even 8 centimetres that can take perhaps 3 or handwritten words) indicates open ended responses are not really wanted (and of course, few words are then given).
The volume of space available influences the number of words people write or type in;
But the inclusion or non-inclusion of significant space for open ended comments in market research surveys does not affect survey return levels.

For more information on this topic, email or telephone Philip Derham, whose contact details are below.

For more information,

When knowing will strengthen your decisions...^TM

please email Philip Derham today at derhamp@derhamresearch.com.au

or call him on 03 9897 3011.