From the course: Market Research: Quantitative
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Analyzing open-ended questions in a survey
From the course: Market Research: Quantitative
Analyzing open-ended questions in a survey
- [Narrator] Numbers can tell you a lot, but some of the most valuable insights come from what people actually say. Open-ended questions in surveys give respondents the space to share their thoughts, their feelings, and motivations in their own words, but how do you take all of those responses and turn them into something useful? Let's break it down. Open-ended responses may seem like a lot to handle, but they're packed with value. The key is coding them, summarizing key themes with a word or two for each comment. This helps to explain trends in greater detail to round out your quantitative data with some qual. Step one, start by reading a random sample of the responses. 20 or 30 should do it. Look for key themes that keep coming up. Maybe people talk about customer service or delivery speed. Jot everything down you see. Next, refine your list. These are called codes or categories you'll use to label responses. Take your initial themes and go through another 20 or so responses. Which…
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