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Journal Article

Are Open-Ended Questions Worth the Effort?

Stanley L. Payne
Journal of Marketing Research
Vol. 2, No. 4 (Nov., 1965), pp. 417-418
DOI: 10.2307/3149492
Stable URL: http://www.jstor.org/stable/3149492
Page Count: 2

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Topics: Marketing, Interviews, Employment interviews, Property lines
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Abstract

Free-answer questions are so troublesome that banning them from full-scale surveys has been suggested. A recent experiment finds them inefficient and no more productive of depth or of valid answers than checkbox questions are. Their indicated use may be confined to the development and pretesting phases of surveys.

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