An example of an open-ended question, which results in an answer of a word, phrase, or sentence but not a numerical response:

How do you feel about mashed potatoes?

An example of a closed-ended question, which calls for a specific response that results in a statistic:

What is your opinion of mashed potatoes? Do you:

a. like them very much
b. like them
c. feel neutral about them
d. dislike them
e. dislike them very much

In a survey, too many open-ended questions can be problematic. They take a long time to complete, and are more difficult to process and analyze. While the responses can be transcribed, they are most helpful when they are categorized (the research term for this process is coding). It takes an experienced analyst to accurately code open-ended questions, a resource many stations do not have and cannot afford; all in all it can be difficult and time-consuming.

If a station finds that it has many open-ended questions to ask, they should consider organizing focus groups and using the survey primarily for closed-ended responses. Focus groups or interviews are much more appropriate methodologies to use if the research objective is to obtain detailed answers about behavior, feelings, and attitudes, in the words of the listeners themselves.

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