In media and market research, questions that allow research participants to reply using their own words, instead of selecting from a pre-coded answer. Advantages of using open-ended questions include, among others, the ability of participants to include more detail in their response and the ability of researchers to have a better understanding of a participants’ true feelings on a topic, compared to closed-ended questions (see “Question, Closed-Ended”). Open-Ended responses are often referred to as “verbatim responses”.
