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Trade Publication Article
Untapped Gold
2004
Overview
There is gold in open-ended survey responses. As opposed to close-ended questions where a respondent is given a finite selection of answers, open-ended survey questions have no specific answers, and respondents are free to share their thoughts. Direct marketers conducting surveys include open-ended questions to gather prospects' or customers' opinions on offers; acquire names; assure quality control; or, sometimes break the ice. The words respondents choose to answer open-ended questions offer valuable insight that can be acted on to improve direct marketing results. Analyzing open-ended survey responses is a labor-intensive and complex process, even with technology. Human speech is unstructured, and many words have several meanings. Linguistics-based analytic software and new technology - such as Natural Language Processing - is now available that can assist in categorizing text responses and make it easier for direct marketers and researchers to pan for the gold in open-ended surveys.
Publisher
Adweek LLC
Subject
