Opening your mind: A reappraisal of the open-ended question
Alexander Wheatley GMI
View the presentation deck for this paper
Introduction: The implications of text analytics and the search for an effective means of evaluation
The background
Open-ended questioning is often overlooked in traditional survey design. Seen as a purely qualitative tool associated with complex coding and analysis, this is however a misrepresentation of what can be a greatly effective and easily implemented tool of quantitative analysis.
Social media research and the implications of big data have re-established text analysis within the realm of market research. The detailed...