Ask the right questions: Starting a survey with an open-ended prompt for positive feedback can lead to increased purchase behaviour

Bronwen Morgan

The way in which a question is phrased has a significant impact on the response generated and has the potential for misinterpretation of results.

Starting a survey with an open-ended prompt for positive feedback can lead to increased purchase behaviour, according to a new study. This should raise questions for market researchers.

We know from the many discussions around referendum wording that the way in which a question is phrased can have a significant impact on the response generated.

This is also true for surveys with more than one question, but – in those instances – another factor can influence the outcome: survey framing. Recent research has revealed that beginning a survey with an open-ended question – specifically one asking for positive feedback –...

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